MDB – Marketing Data Base – New Wave Group Case Study

MDB– Marketing Data Base –

New Wave Group

Case Study

New Wave Group (NWG) short facts

• Listed on OMX exchange, Stockholm• Turnover 2008: SEK 4,604,200,000 (≈ € 446,888,000)

• 37 sales subsidiaries worldwide• 2,370 employees• Creates, acquires and develops brand articles for the

Corporate Promo and Retail sales channels.• Three business areas:

– Promo; workwear, promowear, and gifts & giveaways to independent promo companies

– Sports & Leisure– Gifts & Home Interior, to consumers through resellers

working with specialized stores.

NWG global

Brands within NWG

Background to start the MDB

• All communication channels were manually filled and maintained and therefore relied on people:

– time consuming for each channel (web, print, image bank, e-com)– redundancy (double work) and reliability (failure)– increase in companies will lead to increase of people

• Old e-com solution:– was expensive and not working (extra countries and shops increases

progressively, licences per market)– no retail shops possible (only promo)– no connection to ERP

• 150 websites had different programs (CMS) and vendors:– connection to assortment manual via PDF/Flash flipbooks– live products feed manually need a redo every season

• Language editions in print productions time consuming• We were pushing the limit of the resources and therefore waiting

queues for subsidiaries have lead times up to three years

Main focus to start the MDB

• To handle product information:– Around 300,000 articles– More than 50 different printed catalogues a year– More than 400 different brochures and leaflets a year– Around 30,000 photos in use– Product texts in 21 different languages– Around 150 different web site– At least 15,000 new articles a season (twice a year)

• To stop using different work-flow per subsidiary• To administrate everything within the Group.

Reason to start the MDB

• New Wave Group is located global (many countries)• Current resources have to maintain all extended

marketing communication channels and future growth:– Websites per brand, per concept, for resellers, for

customers– E-com sites, b2b and b2c– Image bank for all brands and products– Catalogues, leaflets, brochures

• Several points of product info entry:– ERP, PLM, Excel, websites, e-commerce, InDesign,

PDF, mail and Word• No connection between processes

ROI

• It is hard to find exactly the amount in time we save. We can save 10.000 hrs a year (5,7 FTE).

• Old licenses prevent us from growing without enormous increase in costs.

• MDB costs are now almost complete, but all the savings are yet to come.

• Future increase in turnover due to fast web shop implementation (now 1 hour work per web shop).

• Print catalogues approx. 80 hours saved per catalogue in design, 15 hours saved per language edition.

What will the MDB add for a concept

• Direct access to marketing material without going via web and inhouse personnel.

• All information is up to date (right picture, right price, etc.) in all output channels.

• ERP (and other IT systems) integration. [future]• Less vulnerable with personnel changes. • Quicker time to market (especially for sales companies).• Cost savings in productions.

E-comand others

ERP

CRM

PIM suite

Basic IT infrastructure

• One platform• Integration with other

infrastructure• Future add-ons

accessible for all companies and customers

PIM

What do we get from the MDB?

PIM

Imagebank

IBweb hub

PIM

Web assortment view

web hub

ERP

integrator

4comweb hub

PIM

e-commerce (via 4commerce)

Print productions connected to InDesign

PIM

(via CCR server)

CCR

Print productions connected to InDesign

• Automatically generated language layers• Pictures are not file name depending• Texts always uptodate• Datamerge function (automatic layout)

KOSTA BODA

SEP

ORREFORS SEPIBS

Integrator

IBS Enterprise

FTP NWG WAN

FTP NWG WAN

TYPO3InterfacePHP script

TYPO3InterfacePHP script

CRAFT SER

MQMQ

GOTMDB01

PIM repository

Control RoomControl Room

GOTMDB04

web router

GOTMDB05

ECOM web hub

MDB & 4commerce technical solution

GOTMDB02

imagebank

GOTMDB03

DB2 database

SAP Agresso

ASW

ASW

shop.orrefors.se

shop.kostaboda.se

craft.se

United Brands of Scandinavia Ltd.