Slashing catalog production time and cost
How Holland’s Hoogvliet cut catalog production time by 50%
Think omnichannel and we often imagine e-retail platforms first. But omnichannel also includes shopping in-store. And many in the retail industry - particularly in the supermarket and grocery sector - still rely heavily on printed materials to drive footfall and increase in-store sales.
Retail giants selling everyday essentials often produce POS and in-store collateral, as well as numerous catalogs localized to specific geographies. Given the fast-moving nature of consumer packaged goods, managing product information and content processes is a challenge. Especially when print is just one part of an omnichannel marketing strategy, which may also include e-commerce, app and social media.
Many retailers have mastered this problem by introducing DAM and integrating it with their Product Information Management (PIM) system and publishing software.
The integration of DAM and PIM allows product information and digital assets to be synced, meaning product images and information are always correct. When used alongside catalog automation software or Adobe InDesign, assets and information can be automatically pulled into templates, delivering considerable time and cost in the design process.
Hoogvliet is one of the top ten supermarket chains in Holland, boasting 71 stores, an e-commerce site and mobile app. Struggling to manage the content for these channels, they called in workflow consultants Graphit (now Qonqord) for help to optimize and redesign their processes.
Graphit immediately spotted Hoogvliet was hampered by manual processes for catalog production.
- Manual data input
- Fully outsourced layout and design
- Poor asset management
- Asynchronous approval processes via email and PDF
Supported by Graphit, Hoogvliet integrated a number of publishing software solutions to create a seamless end-to-end workflow. These included:
- WoodWing Assets for asset management integrated with PIM for product data
- EasyCatalog and Adobe InDesign for automated catalog design creation
- WoodWing Studio for real-time approval, amend and sign-off processes
They’re now able to create a master data source that contains product and promotion information, push a button and automatically populate an InDesign catalog template.
The process pulls in product images from WoodWing Assets as their single-source-of-truth for product imagery and creates proof that all collaborators can view and feedback on within WoodWing Studio. If product details change, Hoogvliet can amend the master data source and the catalog artwork is automatically updated with the changes. Once agreed, the artwork is shared with their design agency, who finalizes the design.
Graphit estimates that this has cut catalog production times by 40-50%, whilst bringing the initial production stages in-house has reduced outsourcing and agency costs.
It isn’t just Hoogvliet enjoying faster content workflows with WoodWing.
Discover the benefits DAM unlocked for Argentinian supermarket giant La Anonima and Australian wellbeing retailer Wizard Pharmacy.