A leading internet and catalogue home shopping company wanted to improve efficiencies of their paper and online catalogue creation process
We worked with the marketing and creative departments of a leading internet and catalogue home shopping company, with over 30 clothing brands and a turnover approaching €1 billion. This strongly growing business continues its strategy to migrate from catalogue to internet selling.
The client wanted to improve process efficiencies within both their paper and web based catalogue operations. The primary aims were to focus on reducing cycle times for the creative process, and improving quality of catalogue content and presentation.
How we helped
Because of the rapid growth of the company, several large IT rollouts were taking place. It was therefore essential to focus efforts to provide benefit whilst optimising already stretched resources. It was agreed that the value stream between design brief and catalogue/web based product delivery would be the focus.
To ensure cross functional buy-in a business diagnostic was conducted involving all relevant stakeholder groups. The output was a list of approved prioritised projects and suitable project leaders.
Project leaders attended creative briefing continuous improvement workshops which emphasised how to apply waste and variation reduction techniques to creative processes. To ensure projects were completed on time and delivered the expected benefits, we provided regular coaching and mentoring sessions, and a series of formal project progress presentations to senior management.
• Improving accuracy of creative briefing process
• Reducing cycle time to load on line items
• Reduce cycle time to setup new catalogue product details
• Improve creative planning and resource scheduling
• Evaluate effectiveness on web based manual sequencing
• Reduce value of unallocated catalogue paper stock
• Reduce volume of scrapped brochures
• Reduce cycle time between the creative and reproduction process
• Reduce the number of artwork errors
• Evaluate effectiveness of selecting relevant customers closer to mailing date
The creative processes benefited from both a significant reduction in the time taken to produce and handover creative briefs to be published, and a substantial reduction in artwork and related errors. Additional benefits were delivered when the successful projects were replicated across other catalogues and brands.
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