At Carter’s OshKosh, Digital Asset Management Makes Consumer Brand Management Child’s Play: Business Case
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America’s leading brand for children’s clothing and accessories, Carter’s-OshKosh is growing rapidly. A big part of the company’s success depends on its ability to effectively use digital and visual media to communicate with multiple business units around the world. Prior to 2015, the company was concerned about the high costs and business risks associated with its manual media-management systems. These included copyright and usage errors, duplication and redundancy of assets, security risks related to file distribution, inefficient approval processes, and more. In 2016, Carter’s has launched a journey to implement a DAM solution that the company predicts will be ‘transformative’. The solution is designed to rapidly increase productivity and profits on existing lines of business, and it will enable staff to focus more time on their creative work, as well as new business opportunities. Come hear Carter’s make the case for CPG DAM solutions. Presented by Annette Early, Director Production, Carter's OshKosh.
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At Carter’s OshKosh, Digital Asset Management Makes Consumer Brand Management Child’s Play: Business Case
- 9. • With the help of an outside Integration Partner we were able to find a DAM solution that will realize immediate and lasting improvement. • We will be making dramatic changes in the day-to- day work of our business. The changes will help free up valuable time of each employee who touches our company assets. • Crawl, Walk, Run Approach • Clear vernacular between IT and the end-users • Core Team • Super-Users • End-Users
Editor's Notes
- 1
- Depending upon your industry this could have many different definitions. Ingestion of data could be one. Managing of Brand assets could be another. Library asset management such as video and photo archiving. Production asset management, this is workflow and project management for frequently changing assets.
- For Carter’s Inc, this slide represents the touchpoints we identify with. 1- We digitally design 10,000 products and accessories. We digitally create marketing materials like direct mail postcards and catalogs, packaging, signage and brand presentation materials. 2- We have a formal review process for all collateral. I also travel 50,000 miles a year to all direct mail press okays to approve printing. Our approval process is stringent in order to preserve the integrity of our brands. 3- Our assets are distributed and shared domestically and internationally. 4- Marketing, Brand Creatives, Legal and many other global partners need access to assets at all times. 5- Automatic expiration and archival tool is a current opportunity area for us.
- Carter’s continues to grow at a rapid pace. We often refer to ourselves as a new 150 year old company. Our business heavily depends on digital and visual media to communicate with multiple business units including the wholesale and international arenas. Do you know Carter’s Inc Brands? • Carter’s (Brick and Mortar Carter’s stores and Big Box Stores, eCommerce for both) • OshKosh (Brick and Mortar Carter’s stores and Big Box Stores, eCommerce for both) • Just One You –Target exclusive brand • Child of Mine – Walmart exclusive brand • OshKosh Genuine Kids – exclusive brand With this many brands our concerns today are: • image usage and expiration dates • inefficiency such as appropriate tools to share marketing and communication (in some instances we are still burning CD’s and DVD’s to share assets) Benefits A few callouts listed on the slide.
- • Improved Work-flow & Collaboration: Share information easily across multiple departments and business units. • Asset Tracking: Monitor what assets business partners have downloaded and when they were distributed • Permissions Based Login: Easily manage asset restrictions and distribution based upon user login permissions. • Digital Usage Rights: Track usage rights to avoid fees associated with incorrect usage, license violations, and other compliance issues. • Expire Old Assets: Automatically watermark old images to prevent usage and initiate work-flows when assets expire.
- System Requirements • Best-in-Class Technology • Reduce creative production overhead, speed up time-to-market Improve Performance THIS IS HOW YOU BUY IN FROM… Currently it is estimated that each user is cumulatively spending 30 minutes a day waiting on the HDI server. • 30min x 50 AFP users = 1,500 min/day • 1,500min/60min per hour = 25 daily lost hours production time = 3 employees daily • 25 hours x 240 working days/year = 6,000 yearly lost production hours .
- CONTINUED RISKS: In addition to the risk on the slide, few others are: • Uncertainty of copyright and usage rights on assets • Inconsistent or non-existent metadata tagging of assets • Inability to generate reports against creative/production assets • Manual approval processes & no automated processes to archive and/or expire assets
- Vetting Process: In an effort to support the asset management needs of the creative teams we began a process of evaluating multiple vendors. We narrowed it down to 6 vendors. • This process included internal research, product demos, and customer references. • Here you see we used a matrix of requirements in order to score each of the vendors reviewed. • The details on the chart are a high-level overview of some of the key categorizations we used to evaluate different DAM software.
- • Started off as a solution to enhance performance for the creative team however because an enterprise solution • Retiring some old systems • With the help of an outside Integration Partner we were able to find a DAM solution that will realize immediate and lasting improvement. • We will be making dramatic changes in the day-to-day work of our business. The changes will help free up valuable time of each employee who touches our company assets. • Crawl, Walk, Run Approach • Clear vernacular between IT and the end-users Test, Test and more testing • Core Team • Super-Users • End-Users • Permissions and metadata are key to a successful DAM
- TARGET LAUNCH DATE: June 6, 2016 ESTIMATED TIMELINE DURATION Discovery 8 Weeks Scoping & Planning 4 Weeks Development & Testing 8 Weeks Training & Development 4 Weeks
- • Integration with other internal systems such as our Product Life Management System – Metadata fields were created to ensure migrated data will integrate properly • Automation such as vendors notified when files are ready to release and they download from our server • Email notifications •Triggers and scripts • Automated Archiving
- Thank You for listening.