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Edward Haarmans Country Manager BeneluxEmerce eFashion, 21 mei 2014
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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
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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