Working with minimal staffing, the marketing services department for a division of Pentair supported up to 10 brands in a fluid environment that included frequent acquisitions, reorganizations and rebranding initiatives. Management wanted to expand the marketing products offered to a diverse group of direct customers, channel partners and its own internal sales force but, in a weak economy, budget increases were not an option. Pentair needed a solution to support growth and accommodate constant change with no increase in spending.
Consolidated Graphics developed a robust Web2Print solution to automate ordering, fulfillment and tracking as well as an online library that would bring new levels of order and access to the company's digital assets. These technologies paid for themselves through improved efficiencies with savings left over to expand the marketing services portfolio. The Web2Print solution saves time by providing authorized users with 24/7 access to the materials they need, freeing Pentair staff from administrative tasks.
Streamline, Consolidated Graphics Web2Print solution, delivered savings on many fronts. By offering print-on-demand (POD) orders through the system, it propelled POD growth from just 20 percent of all materials ordered to 80 percent, dramatically reducing inventories and cutting obsolescence costs by 80 percent in the first year. Turn-around times have improved dramatically with a 70 percent reduction in order-to-ship lead times. The internal resources devoted to collateral management activities like inventory management, order processing, and customer service have been reduced by 85 percent.
“Without the Consolidated Graphics relationship, we would not have been able to meet the needs of our business. We still have the same budget, but with virtually no obsolescence costs or inventories, we can create more materials for our channel partners.”
Lisa Stich, Senior Marketing Manager, Pentair
A global leader in athletic footwear and apparel, adidas offers a broad portfolio of products in virtually every country of the world. To cover the entire product line requires a catalog 400 pages in length. Sales representatives of adidas America found that the one-size-fits-all catalog was far too lengthy for meetings with many of their retail accounts, some of which required just 20 pages. To increase marketing effectiveness, eliminate wasted pages and reduce shipping costs, they needed high-quality smaller books, customized for individual accounts and produced closer to their points of distribution.
With sophisticated digital print capabilities in every major U.S. market, providing variable-data, print-on-demand services close to adidas’ four regional sales offices was the easy part. The bigger challenge was enabling orders to be placed through a custom catalog tool used by adidas for the creation and ordering of marketing collateral and received for processing through the CGX Streamline solution. Developers of the two systems teamed up to integrate the front end of the adidas tool with the back end of Streamline. Now customized quarterly catalogs can be created and ordered for each of the four regions along with highly targeted pieces focused on specific products and/or retailers.
Formerly printing up to 9,000 catalogs, totaling more than three million pages every quarter, adidas America has reduced the quantities of its large catalogs by about 75 percent. Sales representatives, who often resorted to producing their own customized marketing materials, now have fast access to highly targeted, bound catalogs that are professionally produced to preserve adidas’ brand standards and quality image. “Regular turnaround is just five business days,” said Lisa Markusen, Event Marketing Director. “CGX usually beats the deadline, and when somebody needs an even faster turnaround, the book is delivered early.”
The first major regional shopping center owner in the country to implement a national branding strategy, Westfield USA needed to ensure that its marketing materials would project a consistent, high-quality image. The company sought a partner to produce and fulfill the full range of collateral, signage, displays and other items used by its 55 shopping centers across the country. Westfield’s goals were to build brand consistency, streamline purchasing processes, enhance efficiency and reduce costs.
Consolidated Graphics built a custom StoreFront solution for print procurement, fulfillment and management and selected six CGX companies with specialized capabilities and strategic locations to serve Westfield’s needs. With easy online access, 24 hours a day, seven days a week, Westfield marketing managers can select from ninety products available on the site, customize and order materials for each of their properties. CGX provides cost-effective production and turn-key service on items including: marketing collateral, business cards, poster, stationery and direct mail.
The Value We Created
During the past year, Consolidated Graphics printed and fulfilled more than 4,000 orders that came in through the StoreFront site. In addition to eliminating the challenges of maintaining quality and brand consistency, the solution has established much-needed controls, order-tracking capabilities, quality standards and consistency. "We have seen a dramatic improvement in our overall print quality with 100 percent brand consistency," said Brandi Friel, Senior Director of Creative Services. "In addition, the streamlined ordering process and consolidation of our print purchases has resulted in annual cost savings of approximately 22 percent."