About the client
Flanco, one of Romania's largest and most trusted retailers, is known for its wide range of electronics and home appliances. With a strong reputation for weekly brochures featuring heavily discounted offers, Flanco has become a household name.
Traditionally, these offers were promoted through printed catalogues. However, in a fiercely competitive market, Flanco needed more interactivity and engagement for their weekly offers, as well as wider distribution and visibility to the public.
Challanges
With the rebranding initiative into Flanco Smart Discounter, the importance of the retail catalogue increased significantly. The traditional method of producing and reprinting catalogues was time-consuming and inefficient, particularly when frequent price adjustments were necessary. Flanco needed a solution that would allow them to update prices dynamically and promote offers effectively without the delays associated with reprinting.
Solution and implementation
Flanco adopted a semi-automated approach for their catalogue production by leveraging the digital-catalogue.com platform. Key steps in the transition included:
- Data Integration: Ensuring seamless integration of product data and pricing information from flanco.ro with the digital-catalogue.com platform.
- Dynamic Pricing: Configuring the platform to dynamically update prices in the brochures based on real-time data from flanco.ro.
- Product Detection: Implementing a system to automatically detect products within the uploaded PDF and create corresponding purchase links.
By uploading the PDF version of the catalogue to the digital-catalogue.com platform, the system autonomously detected the products and created links to purchase them. The prices displayed in the brochures were dynamically taken from a data feed provided by Flanco's online platform.
Additionally, Flanco transitioned to an interactive catalogue format, creating a flipping book experience for users. This interactive format mimicked the experience of flipping through a physical catalogue, further engaging customers and enhancing their browsing experience.
Throughout the transition, Flanco received continuous support from a dedicated project manager. This support was crucial in troubleshooting issues, managing the integration process, and ensuring the system met Flanco's requirements.
Results
Efficiency:The new system eliminated the need for reprinting catalogues, significantly reducing both time and costs associated with traditional catalogue production. The time required to update and distribute catalogues was cut from weeks to hours, allowing Flanco to allocate resources more effectively.
Agility: Flanco gained the ability to react quickly to market changes and competitor pricing strategies. The dynamic pricing feature enabled real-time updates, ensuring that the latest offers and discounts were always reflected in the digital catalogues. This agility helped Flanco stay competitive and responsive to consumer demand.
Effectiveness: The dynamic catalogue significantly improved the marketing strategy. The automated product detection and linking system streamlined the customer journey from browsing the catalogue to making a purchase, enhancing the user experience. The digital format also provided valuable insights into customer behaviour and preferences, allowing Flanco to tailor future promotions more effectively.
Environmental Impact: Transitioning to a digital catalogue reduced the environmental footprint associated with printing and distributing physical brochures. This move aligned with Flanco's sustainability goals and resonated positively with environmentally-conscious consumers.
Customer Engagement: The interactive and easily accessible digital catalogue increased customer engagement. Customers appreciated the convenience of accessing the catalogue online, leading to higher click-through rates and conversion rates. The seamless integration with the online store made it easier for customers to find and purchase products directly from the catalogue.
Distribution and Visibility: The digital catalogue allowed Flanco to reach a broader audience through online distribution. This wider visibility enhanced the awareness of their weekly offers and promotions, attracting more potential customers and boosting overall sales.
Conclusion
By transitioning to a dynamic digital catalogue, Flanco successfully enhanced their ability to manage and promote their weekly offers. This case study highlights the importance of embracing technology to improve operational efficiency, boost engagement, and maintain competitiveness in a dynamic market.
Key Takeaways
Dynamic Pricing: Integrating systems that allow for real-time price updates can significantly improve responsiveness to market changes.
Product Detection: Automating the detection of products and creation of purchase links enhances the user experience and drives sales.
Support: Ongoing support and dedicated project management are vital for the successful implementation of new technologies.
Interactive Catalogue: Utilizing interactive formats like flipping books can significantly enhance customer engagement and the overall browsing experience.
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