Who is the Company

A multinational retailer of personal care and beauty products, featuring over 300 brands, including their own private label.

The Challenge

A key company business growth inhibitor was a lengthy product launch cycle, which involved brand representatives, merchandisers, and multiple creative teams. Product details such as titles, descriptions, and images flowed to the company from several channels, including email, files residing on file servers, and dropbox sites.

Creative content was stored in many different places and a significant number of review and modification requests were made between the brand representatives and its merchandisers. Once approved, product details were entered into a spreadsheet. The various creative teams would then start generating copy, images, videos, and other digital content.

Eventually, these assets come together as a product entity consumed through several channels.

The company wanted to achieve:

  • A shorter product launch cycle: The four to six-week launch cycle for new, hot products was critically hampering business growth. The company was looking for more efficient ways to launch new products faster.
  • Centralized controlled access to information: Product information was maintained in many different places, including Smartsheets, spreadsheets, and a database. The company wanted to create a central repository of information with access and version control and the ability to audit, track and search through product details.
  • Lower costs: At times not finding product assets easily, the company’s internal teams were creating duplicate digital assets, which led to high storage fees and confusion. Rights on digital assets could not be adequately managed, resulting in potential penalties and legal fees. The company was looking for ways to lower the costs associated with product duplication.
  • An organized launch process: Ad hoc communication with external teams quickly got out of control. A centralized high-level view of the product lifecycle was impossible, and manual steps were prone to error. The company wanted to automate the process and allow its team to monitor and manage each step of the product launch cycle.
  • Seamless integration between PIM and DAM: While PIM is great for managing product information, it is not good for managing digital assets. Digital Asset Management (DAM) is best suited for managing digital assets. The ideal solution would include the best of both worlds in an integrated setup.

The Solution

GSPANN’s team of developers and QA engineers designed and implemented a custom solution that integrated PIM with AEM Assets (DAM), allowing the company to use the best of both platforms. No other existing single software platform could offer a solution to meet the client’s business challenges.

Products provided by partner brands use a workflow that lets them directly enter and update information about the product (including associated digital assets) into PIM. Also, the company’s in-house product photo team creates many assets, such as images and videos, which are automatically added to the product entity within the workflow.

Here are a few key points from the solution adopted by the company:

  • AEM PIM Integration with DAM: Provided end-to-end lifecycle management of products. The PIM provides centralized product information management while DAM is performed centrally using AEM Assets.
  • Centrally managed access control: DAM controls access to digital assets. The ‘Product’ entity offers product governance.
  • Automated and streamlined product ingestion: Workflows eliminated manual steps. Digital asset storage was optimized, saving high storage costs.

Business Impact

  • Reduced time to market: The new system reduces product onboarding, refinement, and launch times by 70%.
  • Eased asset management: The company can now establish access control, govern processes, enforce version control, and conduct proper product and asset audits.
  • Saves time and money: The solution eliminates asset duplication, saving storage costs. The company can manage digital rights in AEM Assets, avoiding penalties and legal fees.
  • Centralized visibility: PIM offers a centralized view into the product entity lifecycle - a ‘Single Source of Truth.’ The new system reduces the number of manual steps and facilitates the creation of future roadmaps.

Technologies Used

Adobe Experience Manager: AEM is a cloud-based platform that combines content and digital asset management
AEM Assets: An AEM component that manages digital assets (DAM)
Syndigo/Riversand PIM: A high-scale enterprise-grade SaaS platform that manages, governs, and analyzes product information

Related Capabilities

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