High quality food – how to market healthy nutrition purposefully and efficiently Campaign and advertising material management at tegut… gute Lebensmittel GmbH & Co. KG

CONTENTSERVMARKETING POWER. FAST‘N EASY.

CONTENTSERV MARKETING POWER. FAST‘N EASY. CONTENTSERVMARKETING POWER. FAST‘N EASY.

CustomerAs early as 65 years ago, the businessman Theo Gutberlet, founder and name giver of the successful food retailer tegut… high quality food, already lived by the principle” act responsibly with high quality food”.Today, tegut… is represented with 280 food markets around Germany. It is the company’s particular concern to offer enjoyable, high quality and organic food that enables everyone to eat and subsist humanely.Already in 1982, the first organic products were included in the product range. Meanwhile, tegut… markets offer more than 3,000 organic products. Since 2013, the tegut… commercial venture has been part of the cooperative Migros Zurich. tegut… has more than 5,200 employees in its markets, logistics centers and the central services in Fulda. The company is currently pursuing three different concepts: there are 128 autonomous supermarkets with 800 to 3,000 square meters of sales floor. They are full-range traders with up to 25,000 articles. Then there are 125 owner-operated local suppliers with sales areas of up to 800 square meters and approximately 7,500 articles, and last but not least 24 tegut…stores that offer everything for everyday life and start with at least 120 square meters featuring approximately 4,200 products for local supply. The latter are located either in the country or in urban districts.

Requirementstegut… creates flyers and advertising posters in a weekly cycle to promote its current product offerings. Generally, multiple advertising materials with different levels of maturity are processed simulta-neously. Up to now, an in-house developed campaign management software (ASW) has been used for the planning of campaigns and promotions. However, this software recently reached its limits. Creative processes were performed by external service providers and agencies using product data from the ERP system while the promo-tion on the homepage was taking place independently. The largely manual processes were extremely time-consuming and cost-inten-sive due to media discontinuities, complex coordination processes and many on-site appointments. This is why the advertising material process had to be made more efficient and transparent using a cen-tral integrated platform that is connected to a new and higher-perfor-ming campaign management software (ASW) while simultaneously integrating all external and internal parties from marketing, services, advertising, inventory management and purchasing.

Project Description � Integrated central platform for the integration of all coordination,

data and publication processes � Highly automated system-supported advertising material process

even for special flyers � Efficient planning and creation of weekly flyers with a circulation of

approximately 3.1 million � High process transparency for complex coordination processes – reduction of the 12 weeks lead time

� Collaborative approach via central integration of agencies instead of on-site appointments.

� Optimum timing of all publications � A workflow and task-oriented interplay of the departments pur-

chasing, inventory management, marketing service and advertising. � Central management of all product information – without media

discontinuities

The campaign flyer – ready for press

Dekoratives zu Ostern auf Seite 8

1 Keine Abgabe von alkoholischen Getränken an Personen unter 16 Jahren. 11 Alle Angebote ohne Dekoration.

statt  13,99 10.99

günstiger21 %

Radeberger Pilsner 11 l = 1,10 €, 20 x 0,5 l Fl./Kasten, zzgl. 3,10 € Pfand

1 kg

statt  6,90 2.90

günstiger bis

günstiger57 %

Vorteilspackfrische Hähnchenschenkel 11

in Bedienung und SB erhältlich, natur, mit Rückenstück, 4 Stück, ca. 1,2 kg Packung

statt  1,19 0.88

günstiger26 %

Hochland Almette Frischkäsezubereitung, z.B. Kräuter, 70 % Fett i. Tr., 100 g = 0,59 €, 150 g Becher

statt  5,99 4.44

günstiger25 %

Jacobs Krönung verschiedene Sorten, 1 kg = 8,88 €, 500 g Packung

statt  4,99 3.79

günstiger24 %

Persil Waschmittel Pulver oder flüssig, verschiedene Sorten, 1 Waschladung = 0,25 €, 15 Waschladungen, Packung/Flasche

1 kg

1.49

Chiquita Bananen 11

Frühlingsgefühlebei

www.twitter.com/tegutwww.facebook.com/tegut

gültig vom 2. bis 7. März 2015

Dekoratives zu Ostern auf Seite 8

1 Keine Abgabe von alkoholischen Getränken an Personen unter 16 Jahren. 11 Alle Angebote ohne Dekoration.

statt  13,99 10.99

günstiger21 %

Radeberger Pilsner 11 l = 1,10 €, 20 x 0,5 l Fl./Kasten, zzgl. 3,10 € Pfand

1 kg

statt  6,90 2.90

günstiger bis

günstiger57 %

Vorteilspackfrische Hähnchenschenkel 11

in Bedienung und SB erhältlich, natur, mit Rückenstück, 4 Stück, ca. 1,2 kg Packung

statt  1,19 0.88

günstiger26 %

Hochland Almette Frischkäsezubereitung, z.B. Kräuter, 70 % Fett i. Tr., 100 g = 0,59 €, 150 g Becher

statt  5,99 4.44

günstiger25 %

Jacobs Krönung verschiedene Sorten, 1 kg = 8,88 €, 500 g Packung

statt  4,99 3.79

günstiger24 %

Persil Waschmittel Pulver oder flüssig, verschiedene Sorten, 1 Waschladung = 0,25 €, 15 Waschladungen, Packung/Flasche

1 kg

1.49

Chiquita Bananen 11

Frühlingsgefühlebei

www.twitter.com/tegutwww.facebook.com/tegut

gültig vom 2. bis 7. März 2015

Finetuning in the local InDesign®-Client – with seamless access to CONTENTSERV

Planning in the ASW and synchronous transmission to the CONTENTSERV PIM-System

Our SolutionIn the first stages of the project, the old tegut… campaign manage-ment software (ASW) was replaced by a newly revised and updated version. Subsequently, CONTENTSERV was seamlessly integrated with this new campaign management software (ASW) as a central platform for all data, media and design processes. The departments marketing services, advertisement and purchasing are now using this new system to manage products, images and layouts. This sys-tem enables them to access external sources, internal systems and their own photographs. Product master data from the ERP and target groups from the ASW are enriched in CONTENTSERV with all marke-ting-relevant information (texts, image references) as well as other target group configurations (product ranges and handling of variants). The tasks for this workflow were extremely complex since different requirements from various areas had to be reconciled. During the project, it also became apparent that the specific desired business processes could not be completely mapped using the CONTENTSERV standard solution. At tegut… advertising campaigns do not follow any strict protocol. They have to remain flexible and adaptable. The purchasing depart-ment selects the articles for promotions and advertising campaigns since they are the ones who negotiate terms with the suppliers on a continual basis (subsidy of advertising materials, time frame, and placement). Each article can therefore have individual pricing and varying descriptions depending on the campaign.Aside from being able to work simultaneously on action and product planning, graphics and data maintenance, it must be ensured that changes to the advertising material can easily be adopted until just before printing (article priorities, withdrawing articles, changing prices, graphic adjustments). For this purpose CONTENTSERV and tegut… have further refined the standard of the existing Whiteboar-ding for a better integration and mapping of action and campaign planning from the ASW in CONTENTSERV. This guarantees more transparency and flexibility in product planning, in particular with regard to the highly complex requirements of the food retail indus-try. For this reason, CONTENTSERV has been closely interlocked with the campaign management software (ASW). Furthermore, the perfor-mance of the CONTENTSERV system has been additionally optimized in order to be able to process more complex processes even more effectively and quickly.The new requirements of tegut… can now be easily met with the new release. By adding even more processes, such as the supply of pro-motional TV screens and future online channels, the CONTENTSERV solution is well-prepared for long-term usage at tegut…

Customer Benefits � Central System for all product information in the advertising mate-rial process – highly flexible for last minute adjustments

� Integrative collaboration across departments and company borders without media discontinuities

� Reduction of efforts and process times � Workload for employees and coordination effort with agencies are reduced

Central web-based planning, correction and approval

„Thanks to its integrated and workflow-based solutions, CONTENTSERV enables us to simplify our work processes considerably while making them more efficient.“

Jürgen Werner IT Department Chief Application Services tegut... gute Lebensmittel GmbH & Co. KG

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