SlideShare a Scribd company logo
1
the core of a digital eco-system
2
Add slide with
speakers
Laurence Caron| Contentserv
Managing director
Expertise
20 years of experience with various
positions in marketing, sales partner
and alliances management in the
Software & High Tech Industry
Extensive experience in MDM, PIM,
DAM and ECM.
Today’s Speakers
Naima el Omari | Dorel Juvenile
IS Project Manager Marketing & NPD
Expertise
9 years of experience in project
management of IT implementations
in different industries in insurance,
banking and retailer- & consumer
goods. Experience in PIM/DAM,
MDM, PLM, CRM.
3
Lessons learned Vision for the
future
Why Contentserv
About Dorel Context &
Challenges faced
Agenda
Why a PIM solution
Why Contentserv
4
Dorel global
5
Juvenile
Recreation / Leisure
Home	Furnishing
Key brands in 3 segments
610,450 employees across 25 countries worldwide
Dorel Juvenile
Canada
Dorel Juvenile
USA
Dorel Juvenile
Chile
Dorel Juvenile
Europe
Dorel Juvenile
China
Dorel Juvenile
Australia
Dorel Juvenile
Brazil
Dorel Juvenile
Mexico
Juvenile operating structure
7
Dorel Juvenile brands Europe
8
§ Many users
§ Various languages
§ Different output channels
§ Demanding market
§ High expectations
Overall content complexity
9
Product
Information
Finance
Procurement/ Supply
chain
Sales
Quality
Customer Svcs
New Prod Dev/
Marketing
Customer
Relationship
Mgmt (Klee/SMS)
Branded
Websites
PDM
(TeamCenter)
ERP
Minos
Warehousing
(LM6)
ERP
Minos
Team
Space
Brand
portal
Campaigns
Collections
Packaging
User guides
Product
introductions
Consumer
Contacts
(DCC)
Spare parts
D’base
(PID)
Service
PortalsProduct
Fiches
E-Com-
merce
Brochures
Homolo-
gation
data
Compliance
Prod
Dbase
(CDB)
Product
Fiches
Lectra
Deal
E-sales
Content in silos
10
Distributing content = nightmare
11
Example calculation Bébé Confort:
New products or product changes 10.000
Touch points/output channels 6
Languages 11
_________________________________________________
10.000 x 6 x 11
makes 66.000 variants!
Simple is harder than Complex
12
Insert image
Simple is harder than complex
13
Pinpoint capability elements
14
People
Tools
Process
Information
15
People
Tools
Process
Information
16
Information
17
Information - Landscape
18
Information - Print
Assets
(Images, Logos, Icons,...)
Marketing texts
Product information
(incl. Master Data - ERP)
Profile and action data
(customers, partners, offices,
...)
19
Information - Services
20
Information - Website
21
Information - Shop
22
Information
§ Single source of truth, upload once use many
§ Content used by multiple departments
§ Content used for website, e-commerce, SFDC,
catalogue, popsheets
23
Data consistency & access
- Global & Regional level
- All business channels
- Global segmentation
Define & deploy best practices
- Validate pictures and data (versions)
- Harmonize communication, formats
and content
Improve efficiency & time to market
- Share same data sources
- Catalogs process more efficient
Unlock opportunities
- Internal and external communication
- Support new global business channels
(E-commerce, Marketing campaigns etc.)
Tools
v
24
Needs
Coverage
Integrated
DAM
Complex
organization
UX & Access
management
Multi-
channeling
Global
Flexibility
Key drivers PIM system
25
Elaborated inheritance and duplication
Flexible data model & complete workflow
DAM complete and easy to use
Multi brands, multi languages & localization
Easy of use search functionality
Why Contentserv?
26
§ Technology partners e.g.
§ Reference customers using PIM globally
The perfect fit
27
About ContentservIndependent Software Vendor founded in 1999
Specialist in Enterprise Marketing Management
28
Analysts recognition & Market awards
29
60 new customers won in the past 12 months
Retail &
Distribution
Consumer Goods
(CPG & Durable
Goods)
Manufacturing &
Engineering
Pharma, Finance &
Others
30
Customer satisfaction
31
People
Tools
Process
Information
32
People
§ PIM throughout entire organization
§ +/- 80 users trained in 2016
§ Train the trainer
§ Role descriptions
33
Process
§ Catalogue process defined
§ Gaps, rework, waiting time identified
and optimization implemented
§ New departments / stakeholders
involved and trained in PIM
34
People
Tools
Process
Information
Optimization realized by efficient use of
capability elements
Connecting people, process, information
and tools is key to roll out a PIM system
successfully
35
Where will you start?
36
Challenges
§ Optimized UX for Y generation
§ Fact based working - insights
§ Bring complexity to the background
§ Make changes flexible
Learnings
§ Change management under-estimated
§ Project workload as add-on
§ Content management: Operation to Transformation
§ Project to Process
§ Content ownership is key
Our challenges & learnings
3737
2014:
Implement	PIM,	migration,	
interface,	workflows	and	
organization
2015:
Implement	DAM,	Indesign,	
Create	Master	Catalogues	&	
website
2017	and	beyond	
More	regions	BE	THERE	WHERE	
CONSUMERS	ARE	
December	2013:
Business	brief	and	partner	
selected
2016:
More	prints,	more	channels	more	
brands
Climbing steps to success
38
Have a single source of truth for multi-channeling in a complex organization
Data centralization and access management increase efficiency
Data consistency and a single source of truth leads to a higher conversion
Unlocks opportunities for better internal communication
A journey where opportunities pop up along the way
PIM – the core of a digital eco-system
39
Let’s	continue	with	a	nice	lunch…
Contact	details:
Naima	el	Omari
Naima.ElOmari@dorel.eu
Daisy	van	Willigen
Daisy.vanwilligen@dorel.eu
Laurence	Caron
lcaron@contentserv.com
Thank you!

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