Date post: | 28-Nov-2014 |
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Technology |
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Transforming Digital Marketing Global Web Redesign Bhupesh Arora Avery Dennison August 27, 2013
A Global Leader
• Founded in 1935
• $6.0 billion sales from continuing operations in 2012
• 2012 Fortune 500® ranking: 367 (NYSE:AVY)
• Industry-leading businesses with operations in 50+ countries
• Based in Pasadena, California
• 30,000 employees worldwide*
* As of December 31, 2012
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Global Web Redesign
We are a global leader in labeling and packaging materials and solutions. Our applications and technologies are an integral part of products used in every major market and industry. Our products and solutions enhance brands, improve consumer product performance, and deliver information. They include:
» Materials for brand labeling and packaging of consumer and functional products » Apparel and footwear labeling design, high-definition graphic embellishments,
sustainable packaging, price ticketing, and RFID-enabled inventory solutions » Information management materials, products and solutions » Graphic imaging media » Specialized adhesives, coatings, films and RFID technologies
Avery Dennison – Who are we and what we do
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Global Web Redesign
Global Web Redesign Situation: Fragmented Digital Presence
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AD.com
na
cn kr
eu
as
wine
enhanceyourbrand la
performance polymers
ap
Label and Packaging Materials
Performance Tapes
us ap
eu
RFID
Medical Solutions
Designed and Engineered Solutions
performance films
Retail Branding and Information
Solutions
fasteners
fastener cn Graphics and
Reflective Solutions
freshmarx retailers catalog
business media jaq
eu
academy
printer color
rfl na
ap cn
au
kr
Our digital brand presence was fragmented across 38 disconnected sites
printer systems china
Monarch products
apparel
nano- fusion
iapd
efd
jp
Avery Dennison Proprietary and Confidential
Web Sites 80
Product Data Repositories 60
Technology Platforms 20
Global Web Redesign User Experience Levels
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Great User Experiences are Useful, Usable and Desirable
Site has useful content Basic Useful
Site easy to navigate a information easy to find Intermediate Usable
Site provides enjoyable and engaging experience Advanced Desirable
Source: Forrester Research, Inc.
Competitor A
Competitor C
Competitor
B
Avery Dennison Proprietary and Confidential
Global Web Redesign Global Website Redesign Objectives
• Improve an outdated and highly fragmented corporate and business web presence
• Implement a common technology platform that enables globalization, search optimization and product
data functionality necessary to enhance customer consideration
• Improve digital capability such as e-marketing, opportunity identification and customer engagement
• Support content system and look and feel that demonstrates our new vision and new business unit
value propositions, segmentation and marketing effort
• Enhance recruitment of new employees, improve impressions and thought leadership with key
stakeholders such as investors, reporters or government officials
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Global Web Redesign How Big Should Our First Step Down the Path Be?
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Common Look & Feel
Fully Integrated Experience
Brand Strategy
Business Naming
Product Naming
Brand Guidelines
FUTURE STATE Single Product Catalog
Standard Product Data Sheet
Enterprise Level Taxonomy
Enterprise SEO
Enterprise CRM
Enterprise Social Media
Enterprise Customer Service
Centralized Resources
Enterprise Back End Systems
Languages: Enterprise
Country Level Sites
Navigation: Pick Country
CURRENT STATE Multiple Product Catalogs
Multiple Product Data Sheet Formats
Business Level Taxonomy
Business SEO
Business CRM
Business Social Media
Business Customer Service
Decentralized Resources
Complex Back End Integration
Languages: Business Unit
Regional Sites
Navigation: Language / Country
X
Shared Web Page Templates
Global Web Platform
1
Avery Dennison Proprietary and Confidential
Global Web Redesign Modules
User Experience Modules • Product Information • Product Selector • Photo Gallery • Value-Added Tools • Distributor / Partner Finder • Globalization • Customer Self-Service
Marketing Modules • Lead Generation • Cross-Sell / Promotional
Campaigns • Web Analytics
Operational Efficiency Modules • Back-end System Integration • PIM
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A B C
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Solution: Adobe Integrated Web Experience (CQ 5.4)
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averydennison.com
LPM GRS ADAS RBIS ADPT DES ADMS RFID PCE
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New digital experience on a single platform with common architecture, templates, functionality and visual design. Businesses will manage their sites globally within an integrated enterprise system to support digital marketing strategies
Options
Global Web Redesign
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Global Web Redesign The new website!!!
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Global Web Redesign The old website
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Global Web Redesign Challenges and Program Results Summary
• Challenges
» Large shift in responsibility: Ability for businesses to become self reliant on content updates and releases
» Flexibility in timelines needed due to geographic spread and lower level business stakeholder commitment
» Live copy software issues for translation
» Product data alignment
» Product search issue
• Program Results and Looking ahead
» Converted 30 of 38 sites in multiple languages
» Mobile enablement from Day 1
» Fully integrated translation solution
» Significant reduction in IT support needed for content updates
» Easy integration with Google Analytics
» Product catalog add-on (Integrated Product Information Management solution) is one of the next steps
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