How to unify the collaboration between the Production, Marketing, Sales and IT teams thanks to PIM ? The example of AdVini.
AdVini is an international group, present in more than 100 countries, with 430 wine brands and a catalogue of 10,000 products, and is one of the leaders in its market. With 12 wine houses, 2,200 hectares of vineyards and 1,000 employees in offices and agencies around the world (United Kingdom, United States, Canada, China, Sweden, South Africa and Hong Kong), collaboration between the different business teams and in this international context has become a major challenge for the group, which generates more than 50% of its turnover from exports
The AdVini Group before the implementation of the PIM
The company was experiencing productivity problems because the data recording and processing cycles were extremely long, whereas the availability of data and the shortest possible time-to-market are key elements in AdVini's commercial activity. The company's teams and departments were often out of sync between the time when the product was released and the time when the product information became available to sales staff and customers.
The complexity of the business and of the different distribution channels (B2B, B2C, mass distribution, marketplaces, etc.) required a product and a high-performance solution from AdVini that opens up new functionalities and perspectives. Another point not to be overlooked is the complexity of the product itself: it needs to beconstantly enriched in terms of data to attract customers, it must respect numerous legal issues related to food and beverages, logistics and branding, etc., all of which are significant elements in AdVini's business and that of many other e-tailers.
Finally, the interaction and integration with the various systems was a major element for the success of the group's activity: collaboration with SAP, Salesforce, etc., whose synchronization and speed of execution were essential reasons for equipping itself with a PIM.
A complex product repository linked to the core business
During the pre-project phase, Quable had identified the need to establish the group's data model. The data model, the modelling of data, was a singular and specific element for the AdVini teams and the company's strategy, which plays a primordial role in the growth of the activity.
In the past, this data model posed certain problems for the group because the inheritance process is essential. A very large number of items can be created each year, the vintages are renewed every year, so the systematic updating of data is a crucial point in the group's example. Also, the data model must be consistent with all the subsidiaries, which requiresharmonization work on the IT side at AdVini, in this project management PIM.
Unified collaboration between teams
The enrichment and updating of product data requires the implementation of clear and adapted workflows to involve the various business teams and departments in each stage of product creation, enrichment and marketing. collaborative process and clear workflows to involve the various business teams and departments in each stage of product creation, enrichment and marketing.
In the case of the AdVini project, these processes were broken down into several phases and objectives:
- Data initialization: the data will be imported from SAP by creating product sheets in Quable.
- Team enrichment: the collection of information and media, the deepening of marketing content, the translation and validation of content at group level require collaboration between winemakers, oenologists, production, marketing and sales teams, etc. Quable brings a great deal of added value to this phase by enabling AdVini to sort out information and direct it to the right places, with a high level of quality
- Automated omnichannel distribution: the marketing phase involves the distribution of product data to e-commerce sites, Salesforce CRM, Print (for catalogue generation) and the Brand Portal in an automated manner.
Acceleration of business across all sales channels
The PIM Quable has enabled the AdVini group tounify the product experience across all its sales channels:
- B2C: customers visiting the estate, mail order, e-commerce sites (5 Magento sites for AdVini), wine-related marketplaces.
- in B2B: sales force, sales agent networks, supermarkets, hotels and restaurants.
- International: wholesale, 7 international offices, sales in over 50 countries, multiple resellers.
The database centralised via Quable is common to all channels where products are distributed.
In addition, the implementation of PIM has generated immediate operational benefits (simplified collaboration, reduced workload, better productivity, reduction of errors) and a better ROI in the medium term: rapid opening of new sales channels, acceleration on the international market, etc.
The Quable solution was able to meet the rigorous needs of the AdVini group, strongly linked to the core business of the group, to the complexity of the data model so singular of wines and spirits, as well as to the intervention of numerous and different teams, and all this in an international context. The objectives of reinforcing the quality of AdVini's network, the better relationship between the services and the business teams, the reliability of the data management and their security have been able to meet the group's demands. Quable was very attentive and responsive to take into account the needs, modifications and customization elements deemed necessary by the group and which constitute a great added value for our client AdVini, and perhaps for you soon?