Case

How myBrand improved seasonal campaigning for Desigual

The challenge of Desigual

Desigual uses various display units for in-store seasonal campaigning. The types of display units can vary per country or even per store. This causes large variations in sizes, materials, types of illumination and installation methods.

With every new seasonal collection, the in-store campaign materials need to be changed. Desigual uses a variety of unique images of apparel and accessories for kids, men, and women. And that is exactly where the challenge for Desigual lies. How do you get all these unique images in all stores worldwide, in a consist way in time and on budget, considering the large variety of display types that are used.

myBrand

Desigual used myStores to create accurate store profiles of all stores. These profiles contained detailed information about all used display units per store. Details like position, size, material, illumination, installation method and production method are easy to specify and share with relevant parties. With myCampaigns Desigual managed the entire rollout of the campaign. This allowed them to use one centralized production site to increase consistency and reduce costs. Furthermore, it enabled Desigual to deploy the actual installation to local installation teams.

The highly standardized myCampaigns processes allowed Desigual to outsource most of the project management to their service partner RGN brand identity services, at the same time still staying in control because of the option to monitor every step of the process in detail.

With the built-in review options during the pre-media and installation processes, Desigual was able to assure quality and consistency of all campaign materials installed in their stores, creating the in store brand experience they had intended.

Store concept development

Due to the detailed store profiles, detailed floor plans could be drafted with exact positions of display units and corresponding campaign images. These floor plans were extremely important in the communication with channel partners since it showed exactly where and how new campaign materials needed to be installed.

Pre-media

Desigual could create over 2300 production files in just 1 week, because of the information in the detailed store profiles and floor plans. An automated process used the information regarding the type of display, size, position, materials and selected campaign image and created correctly cropped production files for all display units.

Production and shipment

Cross-type production overviews allowed the production partner of Desigual to produce all materials in the most cost-effective way. Materials were sent out to each store, in anticipation for the in-store installation by local channel partners. The integrated POD (Proof of Delivery) workflow enabled Desigual to ensure all materials arrived in time and undamaged before the installation date. Preventing installers to show up at the location when materials were not available.

Installation and verification

The myBrand installation workflows allowed local installers to directly provide on-site feedback regarding pending installations. This allowed Desigual and their service partner RGN to instantly view and control results, with the possibility to correct situations if necessary.

Results

Thanks to the deployment of myBrand and the standardized workflows, Desigual was able to reduce the costs of the worldwide campaign implementation by 20 percent and the time-to-market by a whopping 75 percent! Above all, this method of rolling out a campaign gave Desigual much more confidence in a successful and timely implementation of its campaign.