Fratelli Carli has kept a strong focus on customer communication since its foundation in 1911. WoodWing’s Elvis DAM and the Enterprise publishing system now allow them to centralize all digital content, and to deploy it according to the appropriate communication channel. The solution is part of their long-term goal: to offer a consistent customer experience through multichannel, 360° communication.
In 1911, Giovanni Carli and his brothers started to sell olive oil from the family olive gardens directly to customer homes in Piemonte, Italy. Their father, Carlo Carli, had a printing plant, and this turned out to be the trump card to keep in touch with customers. In 1912 ‘Fratelli Carli’ printed their first price list, and since 1923 every customer has received the yearly Carli Almanac.
Today, the printing department is still the flagship of Fratelli Carli S.p.A. The company is based in the Italian coastal town of Imperia, employs over 300 people and specializes in mail order, web and social media sales of olive oil and typical Ligurian and Mediterranean food products. In addition, it operates twelve brand stores in Italy, and exports its products to Austria, Switzerland, France, Germany, and the US.
Printing is at the heart of Fratelli Carli
As Fratelli Carli grew, the number of marketing campaigns and the amount of commercial content increased exponentially. As a result, the press department suffered disk space problems. This initiated the search for a new DAM.
But while analyzing DAM solutions, the company identified an underlying problem - content multiplication. Rather than reuse assets, many departments and content creators were duplicating assets for their own purposes, leading to large volumes of assets in the system.
It was therefore necessary to manage the customer communication processes in an integrated way. The solution had to link marketing campaigns to planning, creation, production and finalization, with centralized resources. But the real challenge was to insert it into the existing system context. Fratelli Carli selected WoodWing because the solution provided better content sharing and workflow management.
With WoodWing, the process is guided from the beginning, starting from the briefing phase, through production, towards shipment of the communication to the final customer.
The Fratelli Carli store in Imperia, Italy
Together, Fratelli Carli and GMDE meticulously mapped the entire process, and then re-engineered it through WoodWing tools. GMDE then created a proof of concept, which was tested for two weeks. After further development and customization, the solution went live. The first month was used for training, inspection and debugging. Elvis was easy to implement, with Enterprise it took some time to get used to the new process before the benefits prevailed. Currently, around 40 users in ten different roles and departments are using WoodWing, from marketing to production and from web editors to external agencies.
Putting Elvis into production was very simple, as users were already used to a DAM. The software refined the existing practices, offering a better experience and additional features.
Another key factor to selecting WoodWing was its potential to integrate with third party software, including PIM systems, Adobe CC, and more. In this case OIM, a PIM proposed by GMDE, is used to plan and distribute activities, to manage automation and to provide reporting on research, performance evaluation and delivery times. Integration with InDesign provides more efficient graphics work. Fratelli Carli and GMDE also plan to add another plug-in, to automatically import price lists from the databases.
We really appreciate the versioning feature, which makes it possible to view the entire creative path. Messaging and sticky notes are also useful.
The Carli family sample their olive oil
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