dermalogica stockists

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Dermalogica Supports Stockists with Web-to-Print Solution
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Project:
Dermalogica Supports Stockists with Web-to-Print Solution
Vertical Market:
Retail
Business Application:
Collateral Management & Fulfillment/Personalized Sales Collateral
Business Objectives
Dermalogica is an international skin care company that sells its products
through trained skin therapists. The South African operation of Dermalogica
has over 550 businesses that carry Dermalogica products. These businesses
are known as ‘stockists’ and they need marketing collateral support.
Previously, Dermalogica’s South African graphic design department received
50 to 70 calls a day with requests for custom collateral. The design
department could not keep up with the demand.
Dermalogica needed a solution that would:
•
Enable stockists to personalize their marketing collateral
•
Give direct access to marketing collateral products
•
Allow stockists to order PDFs or printed material online
•
Cut down on turnaround time
Results
•
•
•
•
•
Brand consistency across all collateral
Turnaround time from order to delivery
came down from weeks to 72 hours,
regardless of the location in South Africa
Stockists pay for their collateral needs
Dramatic decrease in workload for
Dermalogica’s South Africa graphic design
department
Overall streamlining of the procurement
process for printed collateral
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© 2011 PODi, the Digital Printing Initiative
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Workflow
The South African operation of Dermalogica contracted Remata to provide
an online, branded web store for its stockists. Through the marketing
resource center solution that was built, stockists have direct access to over 45
marketing collateral products including flyers, brochures, newspaper
advertisements, and invitations.
Dermalogica’s stockists can log into the
secure website, which becomes an
extension of their business. They can
select any of the preloaded products,
add unique specifications depending
on the job, and either create a PDF to
be printed locally or print the job
through the central print service
provider. Stockists can request low
volumes, as few as 50, for jobs such as
flyers for select promotions.
For commercially printed orders, once a proof is approved the order is
automatically submitted and the stockist receives a tracking number which
can be used to trace the progress of the order online. The job is
automatically sent to the print service provider’s job queue. Once the job is
printed it is immediately delivered, at preferential rates, to the stockist via a
courier service. Orders are typically received the same or next day.
Stockists pay for commercially printed jobs. During the ordering part of the
process they have the opportunity to apply any coupon discounts. Payment
is handled through online payment processing or electronic fund transfer to
a bank account.
User Interface
Branding is highly important to Dermalogica for both the look of the
marketing resource center and the collateral products that are offered. The
online web store looks like an integrated part of Dermalogica’s website.
Each stockist has their own username and password for the site. The
interface leads stockists through a wizard process that simplifies collateral
creation for them and ensures that all necessary information is gathered.
Stockists don’t need specialized skills in any graphic programs that can be
confounding for non-professionals. Collateral components that can be
customized include colors, coupon discounts, the stockist’s logo, address,
and contact information.
© 2011 PODi, the Digital Printing Initiative
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Dermalogica Supports Stockists with Web-to-Print Solution
In addition to printed materials the marketing resource center offers PDF
versions of newspaper advertisements that stockists far from Dermalogica’s
head office can send directly to their local paper, ready for insertion. Being
able to send the material from a central location ensures brand consistency
which is crucial in a geographically dispersed environment.
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© 2011 PODi, the Digital Printing Initiative
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Driving Traffic
Training sessions have been held to familiarize stockists with the online
marketing resource center. Emails have also been sent to stockists to explain
how to use the site and drive traffic to it. Future training plans include an
online video. An average of 80 orders a month is placed, with 30 of these
being print orders. The remaining orders are PDFs for local printing. The
number of print orders is increasing every month.
Creative and Outbound Piece
The creative for all of the templates is supplied by Dermalogica’s graphic
designers. The web store originally launched with 34 collateral products and
has since grown to 49 products.
Reasons for Success
The online marketing resource center enables Dermalogica to help its
stockists with creative material, offering them collateral that they would not
have access to otherwise. This in turn can help stockists drive new business.
This solution has also led to additional work for Remata as stockists place
direct orders with them, outside of the collateral offered by Dermalogica.
Best practices learned from this solution are:
•
•
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Use print-on-demand to eliminate waste and storage costs. With the
online marketing resource center, Dermalogica does not need to
stockpile marketing collateral which leads to waste when materials
become obsolete.
Let your distributors focus on their core competencies. “The Web
store removes all operational inefficiencies and simplifies the process,”
says Annemarie Burger, director at Remata. “Dermalogica’s stockists can
focus on what they need to do to satisfy their clients and their business
needs instead of running between designers and printers. They get the
material they want, with the detail they want, when they want it, and
where they want it.”
Use templates for efficient production. There is no lengthy waiting
period while Dermalogica interfaces with designers for each and every
custom job. The stockists themselves simply enter the properties of the
job into the online system and click the ‘send’ button.
This solution won an Honorable Mention in the Marketing Resource Center
category for PODi’s 2011 Best Practices Awards.
© 2011 PODi, the Digital Printing Initiative
www.podi.org/casestudy
6
Dermalogica Supports Stockists with Web-to-Print Solution
Client
Dermalogica SA
www.dermalogica.co.za
Dermalogica is the number one choice of skin care professionals and consumers
worldwide. For over 25 years, they’ve been dedicated to delivering skin health
results through education, innovation, and professional recommendation; not
through advertising, frilly packaging, promises of miracle cures, or overblown
hype.
Print Service
Provider
Remata Communications
www.remata.co.za
Remata has been involved in the world of prepress and print since its inception
in the early 70's. The years of experience have helped create a unique blend of
traditional and innovative digital experiences that even the most discerning print
buyer appreciates and enjoys.
Hardware
HP Indigo 5000 and 5500
Software
XMPie uStore
Target Audience
550 Dermalogica stockists across South Africa
Distribution
An average of 30 print orders a month
Date
Solution launched June 2009
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© 2011 PODi, the Digital Printing Initiative
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