GRS Retail and GroenRijk, two large retail service organizations for garden centers, have optimized their content publication processes with software from Graphit. With the image bank WoodWing Assets (formerly Elvis DAM) and this year a PIM system, the ingredients for a successful orchestration of content are present: the marketing campaigns are organized more efficiently and the webshop is optimized.
Within the marketing campaign, GRS Retail and GroenRijk offer their members various marketing expressions (including folders, advertisements, social media messages) in digital and printed form. GroenRijk also manages its own webshop. There are the necessary wishes to be able to roll out the marketing campaigns properly. The webshop must be lifted to a higher level, designers want to be able to work more efficiently and the members of GRS Retail want to align their marketing resources more closely with the local market.
To achieve this, various challenges have to be tackled, says Menno de Vreede, head of information management and automation at GRS: “We were looking for a central location where we can store all the images - without overloading a server. Then you want to be able to find the material properly. These are two elements that help our designers enormously when working on the marketing campaigns. ”
Within the marketing campaign, GRS Retail offers its members the opportunity to tailor the marketing resources to their own garden center and their local market area. For example, it is possible to adjust the promotional sales price in the brochures, extra pages can be added and it is even possible to put a specific product on the front page. To make this possible, visual material must be immediately available to the entrepreneurs.
With the help of image bank WoodWing Assets and, in the future, a system for Product Information Management (PIM), all challenges can be tackled. Tony Meijer, workflow consultant at Graphit, has provided workshops on WoodWing Assets for the key users: designers, managers and technicians. “What does the software entail? How do you ensure that you can find images? What about the rights to the images? ” By taking the input of the participants seriously, support has been created for the innovation.
The result of WoodWing Assets
With WoodWing Assets, the designers instantly have a space for 60,000 images, which are easy to find and which you can share with each other.
All entrepreneurs of the garden centers also have access to the system. It saves entrepreneurs time and budget to create images themselves, now that they can easily retrieve them from the image bank. They find an enormous amount of image material in the image bank. Free-standing images of plants and products, but also atmospheric photos. They can immediately download these images and use them for the expressions within the marketing campaign or use them in their own expressions. This gives them the opportunity to take even more control of their local marketing campaign.
Because WoodWing Assets runs in the cloud, the lack of storage space has been solved and the designers can work from home. Images and InDesign files are available. Images can be edited locally in Photoshop and previous versions are easy to find. In short, the entire content creation process has been arranged.
Graphit manages the software completely: backup, hosting and rights of the users. GRS Retail and GroenRijk do not have to worry about that.
The result of the PIM system
After the image bank, the PIM system will also be realized at GRS Retail and GroenRijk this year. The product information in the PIM system can soon be used efficiently for the web shops. The PIM system and WoodWing Assets also complement each other perfectly: the images go to PIM, the product information to the WoodWing Assets image bank.
If everything is up and running this year, all the ingredients for the success of a digital transformation - in which online and offline content are efficiently orchestrated - will be present.