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...
We are a global leader in labeling and packaging materials and solutions. Our
applications and technologies are an integra...
Global Web Redesign
Situation: Fragmented Digital Presence
4
AD.com
na
cn kr
eu
as
wine
enhanceyourbrand
la
performance
po...
Global Web Redesign
User Experience Levels
5
Great User Experiences are Useful, Usable and Desirable
Site has useful conte...
Global Web Redesign
Global Website Redesign Objectives
• Improve an outdated and highly fragmented corporate and business ...
Global Web Redesign
How Big Should Our First Step Down the Path Be?
7
Common
Look & Feel
Fully Integrated
Experience
Brand...
Global Web Redesign
Modules
User Experience Modules
• Product Information
• Product Selector
• Photo Gallery
• Value-Added...
Solution: Adobe Integrated Web Experience (CQ 5.4)
;askdfak;aksd;kas
A;skd;askf;a
averydennison.com
LPM GRS ADASRBIS ADPT ...
Global Web Redesign
The new website!!!
10 Avery Dennison Proprietary and Confidential
Global Web Redesign
The old website
11 Avery Dennison Proprietary and Confidential
Global Web Redesign
Challenges and Program Results Summary
• Challenges
» Large shift in responsibility: Ability for busin...
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EVOLVE'13 | Customer Success Story | Avery Dennison | Bhupesh Arora

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EVOLVE'13 | Customer Success Story | Avery Dennison | Bhupesh Arora

  1. 1. Transforming Digital Marketing Global Web Redesign Bhupesh Arora Avery Dennison August 27, 2013
  2. 2. 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 Avery Dennison Proprietary and Confidential2 Global Web Redesign
  3. 3. 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 Avery Dennison Proprietary and Confidential3 Global Web Redesign
  4. 4. Global Web Redesign Situation: Fragmented Digital Presence 4 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 mediajaq 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
  5. 5. Global Web Redesign User Experience Levels 5 Great User Experiences are Useful, Usable and Desirable Site has useful contentBasic 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
  6. 6. 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 6 Avery Dennison Proprietary and Confidential
  7. 7. Global Web Redesign How Big Should Our First Step Down the Path Be? 7 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
  8. 8. 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 8 A B C Avery Dennison Proprietary and Confidential
  9. 9. Solution: Adobe Integrated Web Experience (CQ 5.4) ;askdfak;aksd;kas A;skd;askf;a averydennison.com LPM GRS ADASRBIS ADPT DES ADMSRFIDPCE ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a ;askdfak;aks d;kas A;skd;askf;a 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 Avery Dennison Proprietary and Confidential9
  10. 10. Global Web Redesign The new website!!! 10 Avery Dennison Proprietary and Confidential
  11. 11. Global Web Redesign The old website 11 Avery Dennison Proprietary and Confidential
  12. 12. 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 12 Avery Dennison Proprietary and Confidential

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