SCOTT Sports relies on the support of the CELUM content supply chain platform for a consistent omnichannel marketing experience. The CELUM software flexibly adapts to the changing customer requirements and also offers features for the rapidly growing areas at SCOTT Sports such as social media and video.
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THE CHALLENGE:
A consistent brand experience
SCOTT Sports is one of the best-known bicycle- and sports-brands worldwide and manages 5 own brands. The company distributes its products through a multi-branched dealer network with more than 30,000 stores in 83 countries. Thus, the multi-brand scenario is one of the most difficult challenges.
Every year, there are 2,600 new items that need to be marketed in two product launches per industry segment.
The SCOTT Sports image database currently encompasses 325,000 assets. The 25,000 new assets each year include product- & action-images as well as videos, retailer- & consumer-catalogues, product descriptions, posters, banners, trade fair materials as well as material for corporate communication and PR.
Since the introduction of CELUM in 2010, the amount of image and video materials has doubled. The 3D rendering section is especially developing rapidly, to provide the customers with an even better brand experience and to enhance the online shops and show rooms. The informative images and videos need to be distributed to the stakeholders in a timely manner without losing an overview of the licensing rights, the consistent brand communication and the economic profitability.
THE SOLUTION:
CENTRAL CONTENT HUB FOR OMNICHANNEL MARKETING
In 2010, the CELUM solution was seamlessly integrated without any problems via an open.api into the existing systems such as SAP, hybris PIM, WebToPrint, Adobe Creative Cloud, social media, CAD, ECM/DMS, viewing platform, web-shops, portals/CMS as well as other systems.
The CELUM content supply chain platform was implemented as a complete cloud solution with Amazon AWS. Since its implementation, the CELUM solution has been developing further in conjuncture with SCOTT Sports and flexibly adapts to the changing demands.
That way, CELUM enables SCOTT Sports to run a consistent omnichannel marketing experience for its different brands: via email, websites, social media, dealer portals and print catalogues. In doing so, they all centrally retrieve media files from CELUM, in part automatically and in part through clear rules in the editorial process and corresponding workflows.
2010
CUSTOMER
2.5 Mio.
DOWNLOADS
25,000
NEW ASSETS EACH YEAR
2,600
NEW ITEMS EACH YEAR
SAP HYBRIS
INTEGRATION
To do so, CELUM converts the assets into the media formats that are needed to download them or pushes them directly into the connected systems. Thanks to the intelligent, fine-detailed user management system, different target groups such as consumers, importers, media and press, sports retailers and specialist retailers or the above-mentioned channels can be supplied with the content that is intended for them with differently timed delays. Furthermore, the digital assets are also processed by CELUM to be SEO-optimized for SCOTT Sports.
SCOTT SPORTS
Worldwide renowned manufacturer of bikes and sports equipment
Founded in 1958 in the USA, SCOTT Sports is a leading company in the development, production, distribution, and marketing of high-end performance products for the areas of biking, winter sports, motor sports and running. It has been most successful in the European markets already since 1978. Innovation, technology, and design are the essence of SCOTT products and the vision shared by our engineers and designers.
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