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KIJKSHOP DCM AWARD

DESK as content management software: how it helps Kijkshop

What airconditioners, watches, electric shavers, and smartphones have in common? They are all sold by Kijkshop. In The Netherlands and Belgium, Kijkshop has about 100 stores that offer a broad assortment of non-food products. Since 1999 Kijkshop also sells its products online via its website: www.kijkshop.nl. What started in 1973 as a single store in ’s-Hertogenbosch has since become an internationally operating omni-channel retailer. That also brings some challenges along, of course.

 

To communicate with its customers, Kijkshop uses weekly folders, in-store materials, websites and more. These channels used to be maintained with multiple systems and print materials required manual labour of external Desktop Publishers (DTP). Kijkshop’s productdata was stored on several systems, some of which located externally, and these systems did not cooperate well. Not only was it very expensive to outsource a large part of the systems and labour, it also created a complex process and long production times for the folders. Drafting a folder used to cost weeks, so managers had to think far ahead and there was barely any flexibility. This also caused high unnecessary costs due to the external DTP hours and the inefficiencies this brought along. Additionally, the process was very prone to errors due to the large scale of manual labour.

To create a stronger omni-channel concet, Kijkshop wanted to manage its productdata from a single system. This systems should also be connected to other primary systems: the SAP ERP system that stores all primary company information, and Icecat, which is used to obtain product information from many manufacturers. Kijkshop wanted to use the same system to maintain the website and producing all their print materials. A challenging task.

 

A solution?

A PIM systems, which can centrally manage all product information, would already be a big step in the right direction. This could replace some of the systems, while also obtaining information from the ERP and Icecat platforms. However, a purely PIM-focused system does properly integrate functions for automatically drafting folders, creating price tags, or sending content to cash registers. This was an important prerequisite for Kijkshop, so they decided to search for a system that did offer these possibilities.

 

The solution!

When Kijkshop first got in touch the DESK, it quickly became clear that this software systems offers everyting that Kijkshop needed. DESK was connected to the main systems, so it always automatically retrieves the most recent and unambiguous productdata. These data can easily be augmented in DESK. Visual content is also managed in DESK and is easily matched with the corresponding products, making all content easily accessible and manageable.

What truely sets DESK apart from PIM-only systems are the integrated functions for publishing content in all channels. Web content can instantly be published by DESK. Web content management becomes a whole lot easier this way. DESK can also effortlessly create all of Kijkshop’s printing products. The available product information and the corresponding images can be converted to a print-ready PDF file fully automatically. This reduced the production time of promotional folders from 8 weeks to only a few days! The marketing department uses a simple Excel file to determine which products are positioned on each place in the folder. DESK does the rest. This makes changing content in the folder just as easy as updating the website. Production times of the folder are further enhanced by connected DESK to the print service suppliers. When DESK receives the purchase order from the ERP-system, the order is directly sent to the print supplier. Cash registers in the stores also receive their content from DESK. Order for making price tags, showing the main product information and prices, are also sent directly to the print supplier by DESK. The stores also have their own printing equipment, so they can print their own tags when needed.

Not only what DESK does make it a powerful software system, how it does this contribute to this. DESK offers a smart workflow, making cooperation between colleagues as efficient as possible. The very userfriendly interface makes DESK into a crowd pleaser that can be used by all (commercial) employee’s after a very brief instruction. This allowed Kijkshop to benefit from DESK’s advantages almost instantly.

 

DESK’s advantages

What those advantages are? By centrally storing product information, combined with the integrated possibilities to directly publish this information, time and money are saved in multiple ways. Kijkshop can now handle many processes internally, eliminated costs from the external asset management database, making price tags, and folder layout. Internally, too, much less labour is required, thanks to the connection to main systems. Data management costs are therefore strongly reduced. Qualitatively, Kijkshop also improved. The folder can now be produced within 2 days on average, down from 8 weeks, making Kijkshop much more flexible withtheir assortment and periodic promotions. Product information and prices are always up-to-date in all channels, layouts of folders can easily be changed, content can be optimized for each channel, and Kijkshop can now make multiple region-specific folders.

The entire commercial team of Kijkshop still harvests the fruits of working with DESK. Thanks to these large-scale savings, Kijkshop had quickly earned back their investment. Kijkshop still profits each year from these huge cost savings!

 

The benefits of using DESK are noticable on many levels. Should Kijkshop want to grow further and introduce new marketing channels, then DESK can simply grow along with them. Because DESK is the software system for managing and publishing content. Smart choice, Kijkshop!