DataBasics Commercial-in-Confidence

Digital asset management for Retail marketplace

Tuesday 20th SeptemberRicky Patten

Objective - Efficiencies

Lower cost of doing business

Raise marketing output by increased collaboration

Central approval process to reduce errors

Can view content across different portfolios / product lines /

subsidiaries allowing for shared processes

Objective - Supporting multichannel marketing

Consolidate content creation and apply to multiple channels

Consistency across channels to improve customer message

Reproduce same/similar content to different websites

Print, digital, social

Wholesalers, retailers and public

Regional sites

Objective - Improve customer engagement

Improved data quality and readability

Consistent marketing message

Engaging content

Match customer’s preferred media format

Device independent

Solution - Integrations

ERP

eCommerce

PIM

POS

Ticketing

Shipping

Returns

Solution - Central platform for all product related information

All file types mainly images, but also documents and video

Secure controlled access

Forms a part of the PIM

Reduce failures and inconsistencies as one location of content

Raises ease of access

Can change/update product information in real time

“All product data, images and further visual content were maintained in different Systems and stored in many different places. They were not combined with the relevant product data.”

Solution - Distribution of content

Delivery between multiple organisational locations

Upload from suppliers

Access for external retailers and outlet channels

Often required to be global

Complex media such as video often solved with hybrid solution

Include device detection for BYOD

Solution - Use of content in marketing materials

Typically via integrations with Adobe products

More complex and larger layouts than in other forms design

Matching of images to product information

Multipage catalogues

Stringent approval processes

Often the desired outcome of integration, such as content derived from

multiple sources

Multiple output channels such as print and web

Challenges - Naming and grouping conventions

Products/items/articles

Codes/SKUs/Product IDs/UPC codes

Variations of a product such as colour and size

Grouping of products

How do these relate to media

Challenges - Offers, promotions, availability and planning

Picking media to match sales offers and promotions

Limiting content to match availability of stock

Planning availability of suitable content to support marketing drives

Challenges - Peaks and troughs

Typically associated with digital marketing

Use of content goes through variations in activity in response to product

lifecycle and promotional periods

Consumer activity varies greatly in response to buying seasons and

promotions

Thankyou

DataBasics Commercial-in-Confidence

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