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Edward Haarmans Country Manager BeneluxEmerce eFashion, 21 mei 2014

2023-04-11Copyright inRiver | 2

CONTENT

Case study from GANT

Situation

Target

Action

Results

Learnings & reasons to boost their marketing

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GANT

The company

GANT is a well known global fashion brand

providing fashion for men, women and kids in

60 countries

40 brand stores, 4,000 selected retailers and

their own global online store

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GANT

Situation

Time-to-market was too long

Manual work

A lot of translation work

Onboarding process to webshops way too complex

No control over product enrichment at all

Very inconsistend branding in all different channels

Poor media distribution to resellers and stores

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GANT

Target

Faster Time-to-market

Improve onboarding process to webshops

Consistent information in all channels

Efficient media distribution to resellers and stores

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GANT

Action

Analyses of the situation

Centralised product information

Implemented Marketing hub

Cross and upselling

Changed eCommerce platform

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Sales

Suppliers

Product developmentMarketing

FILE

SERVER

C:\My docs

WCM

IMAGES

ERP

ANALYSIS AT GANT: CONTENT CHAOS

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ANALYSIS AT GANT: EXCEL HELL

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ANALYSIS AT GANT: SILO’S

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GANT

Action

Analyses of the situation

Centralised product information

Implemented Marketing hub

Cross and upselling

Changed eCommerce platform

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Mobile

Advertising

Print

Point-of-sale

Web

E-commerce

Market places

Categorymanagement

PLM Ext. DataERP

Product marketing

Photographer

FROM CONTENT CHAOS TO SINGLE SOURCE OF TRUTH

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FROM ’EXCEL HELL’ TO A CLEAR DASH BOARD

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FROM SILO’S TO EFFICIENT DISTRIBUTION OF PRODUCT INFORMATION

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GANT

Results (1)

Faster time-to-market

Distribution of new collection to resellers

Reduce of stock at the end of the season

Cross-channel consistency

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GANT

Results (2)

Increased conversion rate of 340% within three

months after launch

Significant cost savings

Due to less manual work and mistakes

Efficient distribution of product information to

resellers

Lower % of returns

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LEARNINGS FROM GANT

5 reasons to boost their marketing with product information management

1. Increase their time to market

2. Improve their operational excellence

3. Create marketing efficiency:

Single source of truth

Quality assurance at the core

4. Improve their customer journey

5. Complete offer to the omni-consumer

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NEXT STEP: EFFICIENT PRODUCTION OF CATALOGS, WORKBOOKS, LOOK-BOOKS AND OTHER PRINTED ASSETS

“Our production cost for workbook was reduced with over

50%” – New Wave Group

“We automated our management of 30.000 pictures and lowered

costs from € 55,- to € 5,- per picture ” - Stadium

“Catalogue production for 14 languages was reduced from 28 to 3 days” – New Wave Group

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