CASE: Hoogvliet

Hoogvliet is a supermarket chain with 69 stores in North Holland, South Holland, Utrecht and Gelderland. The distribution and service center and the central butcher shop are located in Alphen aan den Rijn. In the Hoogvliet bakery in Bleiswijk, fresh, artisan bread is baked several times a day for all locations. The organization has over 6,000 employees.

THE CHALLENGE

Every week, Hoogvliet Supermarkten distributes a door-to-door brochure containing all weekly offers. Various teams are involved in the preparation and planning of the weekly campaigns: marketing, category managers, photographers and designers. All disciplines regularly consult with each other, whereby new insights are constantly emerging. Changes to the layout are therefore often necessary. Because Hoogvliet has entrusted the creative process to an external agency, a smooth process and seamless collaboration are indispensable.

Optimizing the process

With that goal in mind, Hoogvliet joined forces with Graphit. The goal: to thoroughly automate the folder layout process. The software platform: Publication Organiser from Graphit. What does the new method look like and what has it yielded?

THE WORKOUT

Creation: three rounds, one process

Hoogvliet manages the product texts for the website and for all offline communication in a promotion system. An Excel file is drawn from this every week. This contains all product descriptions, prices and references to images for the weekly campaigns, including the correct positioning on the pages. The folder coordinator uploads this file to the platform. The system then generates an Adobe InDesign layout of the folder fully automatically. This is shared internally with those involved, who can make changes to the trusted Excel file. This process is repeated three times, without the involvement of a designer. After that, a final version is automatically created in Adobe InDesign, in which specific wishes regarding the layout can be included as annotations via the supporting workflow.

Fine-tuning: intensive collaboration on the layout

When the file is ready, the advertising agency receives a notification via the workflow. It's time for them to further shape the Adobe InDesign file so that the folder gets the right look. Via the same workflow, the agency shares the files, so that Hoogvliet can view them in the web browser and (if necessary) provide them with annotations about changes. Everyone can view and approve the status of the pages via the digital shelf and the workflow. The process is repeated until Hoogvliet is completely satisfied.

Image bank

In addition, Publication Organizer offers a complete image bank or Digital Asset Management module. All images for the folders, the POS material and the website are managed here. The DAM module provides automatic delivery of images in the correct format for all channels.

Result: more quality, consistency and flexibility.

The process has improved considerably with Publication Organizer. Hoogvliet and the advertising agency work seamlessly together on the platform. At the touch of a button, the many parties involved can generate folder pages themselves to view them online and make changes. They can also request and approve changes to the layout. Hoogvliet now has full control over the folder, which means that it can monitor the quality and consistency much better. Moreover, the degree of flexibility has increased enormously, because the implementation of (last minute) corrections takes place entirely internally. In the words of the supermarket chain:

“Thanks to the Publication Organizer, we can work very efficiently with our agency without sacrificing creativity. This allows us to fully focus on the effectiveness of our weekly campaigns! ”

Anneke van Kempen - Marketing Manager at Hoogvliet Supermarkten  

THE RESULTS

Higher ROI from marketing assets
Consistent brand image
Integration of data and files
Lower process costs
Collaborate online in workflow
Stable work processes
Shortened creation and production cycles

THE RESULTS

Consistent brand image
Integration of data and files
Lower process costs
Collaborate online in workflow
Stable work processes
Shortened creation and production cycles

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