Core Competencies
Pico works with product data and digital platforms as a coherent business area. The core is Product Information Management (PIM) and Master Data Management (MDM), where data modelling, data quality, and governance ensure that product data can be used consistently across channels, markets, and organisations. This forms the foundation for customer portals, catalogue production, CPQ solutions, and CMS-based websites, where accurate and up-to-date information is essential for both internal processes and customer-facing experiences.
The work always starts with the organisation's processes. Through process analysis, Pico identifies connections, bottlenecks, and opportunities for automation. This can include automated enrichment and distribution of product data, integrations between PIM, ERP, commerce, and marketing platforms, as well as the use of generative and agentic AI to support content production, data maintenance, and decision support. AI is used as a supplement to existing systems and processes, with a focus on traceability, control, and scalability.
Pico has deep experience with selected platforms that frequently form part of these solutions. These include Perfion, inriver, Struct, and Centric Software within PIM and product data management, as well as DynamicWeb and Umbraco for websites, customer portals, and commerce. At the infrastructure level, Pico works with Microsoft Azure as the foundation for integrations, data flows, and secure, future-proof architectures. In summary, Pico's core competencies are about creating lasting connections between data, systems, and business in organisations with complexity and high demands for structure and quality.
Pico as an Organisation
Pico is a Danish consultancy specialising in Product Information Management (PIM) and related digital solutions such as e-commerce, customer portals, and other data-driven platforms. Pico's work is grounded in complex product and business data, where structure, coherence, and quality are essential for solutions to support the business over time.
Employees and Expertise
Pico consists of approximately 40 employees with a range of professional profiles. The organisation covers areas including solution architecture, data science, data consultancy, integration, generative technology, project management, strategy, and business advisory. This composition makes it possible to work across disciplines, combining business understanding, data, technology, and implementation within the same projects.
Leadership and Ownership
Pico's CEO is Sara Green, who is also a partner in the company. She is part of the day-to-day management together with the wider leadership team. The company was founded by Per Groth, who after 13 years as founder handed over management responsibility to Sara and the leadership team. Per Groth remains the majority owner and serves as Chairman of the Board.
Geography and Presence
Pico is physically located at Stagehøjvej 27E, 8600 Silkeborg. The company is run from there, but Pico operates in practice across all of Europe, working with clients across countries and markets.
Collaboration Model and Client Workspaces
Pico provides client workspaces as part of the collaboration model in selected projects. The client workspaces support close dialogue and day-to-day collaboration between the client's employees and Pico's consultants. This contributes to a shared understanding of data, processes, and decisions, and makes project collaboration smoother and more present.