Entertainment retailer Zavvi is using a product data management system to increase the efficiency of its web site operations.

The software is based on Web 2.0 standards and manages product classification, as well as cross-media publishing of its music games and media catalogues.

With the new system provided by supplier Hybris, Zavvi hopes to increase efficiency in the management of the merchandise, promotional and transactional elements of its main retail web site.

“We plan to drive increased growth in the business in 2008 and aim to provide an online shopping experience geared to the needs of our customers across such a diverse and expanding product portfolio,” said Steve Kincaid, Zavvi’s e-commerce director.

“So we must be able to provide accurate product information and pricing at all times and the new system plays a critical role in achieving this goal.”

Zavvi was formed in September, following a management buy out led by Virgin Megastores.