Thanks to a flexible and powerful PIM Production solution, the central office of the building materials retailer Woody Bygghandel has been able to offer its many partners the opportunity to produce their own marketing materials using quality-assured information.
“We’ve dramatically reduced time to market and can now focus on products, instead of production,” Johan Fors, IT Manager at Woody’s head office.
Woody Bygghandel is a voluntary chain association that generates around SEK 6 billion in sales, divided among approximately 50 partners and 106 stores. These figures make Woody Sweden’s leading building materials retail chain, with a clear focus on professional tradespeople and educated consumers. The chain is owned by local entrepreneurs who cooperate in areas like purchasing, marketing, IT, environment, and training.
The chain runs a joint head office in Helsingborg, southern Sweden. The office houses Woody’s central IT and marketing division. With UDK’s help, this central marketing division has designed a tool called Mediaverkstaden based on C4 Contexture, which allows individual franchisees to produce their own signage based on ready-made templates produced in cooperation with Woody’s ad agency.
Found Their Solution via Finfo
Woody first came in contact with C4 when they began using Finfo’s Media Central service. Based on C4, Media Central lets its users add sales-related information in the form of images, documents, product descriptions, and text to the basic data stored in Finfo to address marketing needs.
“When Finfo chose UDK and C4, the obvious choice for us was to move ahead with a solution based on C4,” says Johan Fors.
Wanted a Robust Platform
He explains that they wanted a robust platform that could handle the diverse needs of Woody’s many co-owners.
“We have partners of widely varying sizes; with sales of SEK 15 million to up to SEK 700 million. It’s obvious that they have different needs and circumstances. At the same time, they all need to be sure that the sales information they are using, such as text and images, is correct,” Fors continues. One challenge Woody faced was finding a solution that could handle an environment where there is no single, unified article register and where the co-owners use different ERP systems. Now that 1.9 million articles have been linked using a key that links the supplier’s article number with the Finfo number, the purchasing and marketing divisions can share the same information.
PIM Production Replaces Sign Workshop
“We’ve been able to get rid of our sign workshop and use PIM Production instead. Now, every partner can make signs for their store, advertise, and produce direct marketing mail-outs using ready-made templates that follow our graphic profile. What’s more, any template they use can be modified to suit their needs.”
One major advantage is the solution’s simplicity. Via a web interface, any co-owner or marketing manager with an account can now produce everything from signage to direct marketing mail-outs.
The new work flow can look something like this: After logging in, the system recognizes the co-owner and knows which address, business hours, and potentially even the local logotype that should be used in the material being produced. The user then chooses which products to advertise by searching for them based on their article numbers or names. They can also find products that have been grouped in central campaigns created by Woody Bygghandel.
Once the products have been chosen, the user can then easily choose which marketing materials to produce. All the information needed is linked directly to the products, so product images and marketing texts are inserted automatically. In a preview generated as a PDF file directly from the InDesign server, the user can see what the material (such as a leaflet) will look like when finished. Users can then save their materials as PDF files, interactive PDFs, or in any other format that can be generated from an InDesign file.
Each text and image can be modified. All changes, which are made centrally, can be saved for later use. Modified texts can also be saved in the PIM database. “It is very useful to be able to offer a convenient and powerful, quality-assured solution in this way, with information taken from just one source. Thanks to the useful and functional templates suitable for different contexts, this solution lets us focus on producing good content, instead of on technical production,” says Johan Fors.
He explains that Woody is also working on simplifying processes for its suppliers. “Because we use Finfo, instead of needing to provide several different parties with unique data, suppliers can focus on a function that lets them retrieve selected data. This is the suppliers’ largetst marketing channel, and those of them who have realized this are working hard to improve the descriptions of the product range so that we can use this information when working with our end-customers in the next phase.”
Fors is very happy with Woody’s collaboration with UDK.
“They’ve made sure we have a flexible platform to work from that gives us the option to extend it to other applications, if we should choose to do so, like e-commerce. The work we’re doing to build relationships between products and content like text, images, and certification documents, means we’ve laid the foundation for a powerful omni-channel solution.
“Amazingly Competent Consultants”
More than that, Fors also wants to emphasize UDK’s expertise and dedication.
“They have amazingly talented consultants who move things in the right direction, at the same time as they maintain a good dialog with us and understand our operations. What’s more, they position themselves to adapt to developments in Finfo. The fact that they have worked with Finfo and a number of the suppliers makes UDK a key player and hub in our on-going management of product-related marketing information,” says Woody’s Fors.
Success Story as pdf: