Edward Haarmans - InRiver - eFashion2014

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Edward Haarmans - InRiver - eFashion2014

  1. 1. | 1 Edward Haarmans Country Manager Benelux EmerceeFashion, 21 mei 2014
  2. 2. | 2 CONTENT  Case study from GANT  Situation  Target  Action  Results  Learnings &reasonstoboosttheir marketing 2014-05-13Copyright inRiver
  3. 3. | 3 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
  4. 4. | 4 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
  5. 5. | 5 GANT Target  Faster Time-to-market  Improve onboarding process to webshops  Consistent information in all channels  Efficient media distribution to resellers and stores
  6. 6. | 6 GANT Action  Analyses of the situation  Centralised product information  Implemented Marketing hub  Cross and upselling  Changed eCommerce platform
  7. 7. | 7 Sales Suppliers Product development Marketing FILE SERVER C:My docs WCM IMAGES ERP ANALYSIS AT GANT: CONTENTCHAOS
  8. 8. | 82014-05-13Copyright inRiver 8 ANALYSIS AT GANT: EXCEL HELL
  9. 9. | 92014-05-13Copyright inRIver.| 9 ANALYSIS AT GANT: SILO’S
  10. 10. | 10 GANT Action  Analyses of the situation  Centralised product information  Implemented Marketing hub  Cross and upselling  Changed eCommerce platform
  11. 11. | 11 Mobile Advertising Print Point-of-sale Web E-commerce Market places Category management PLM Ext. DataERP Product marketing Photographer FROM CONTENTCHAOSTOSINGLE SOURCE OFTRUTH
  12. 12. | 12 FROM ’EXCEL HELL’ TO A CLEAR DASH BOARD
  13. 13. | 13 FROM SILO’STOEFFICIENT DISTRIBUTION OFPRODUCT INFORMATION
  14. 14. | 14 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
  15. 15. | 15 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
  16. 16. | 16 LEARNINGS FROM GANT 5 reasonstoboosttheir marketing withproduct information management 1. Increase theirtimeto market 2. Improvetheiroperationalexcellence 3. Create marketing efficiency:  Single source oftruth  Qualityassurance at the core 4. Improvetheircustomerjourney 5. Complete offer tothe omni-consumer 2014-05-13Copyright inRiver
  17. 17. | 17 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 30.000pictures 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
  18. 18. | 18 THANKS FOR LISTENING. ANY QUESTIONS? DRINK GREAT COFFEE WITH US AND FIND OUT HOW WE CAN HELP YOU.

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