2020: Omnichannel presentation
The omnichannel journey of Stanley Black and Decker
Searching for the E-Commerce Unicorn
When a tool is sold every 3 seconds, you need to be on your toes especially with Technology – How Stanley Black and Decker uses Digital Asset Management (DAM) as the Cornerstone to supply images for its e-commerce platforms, the trials, and tribulations of thinking globally across DAM and a number of solutions to make the overall user experience better from contributor to the consumer.
What you’ll learn
- How automation and Integrations work in the real world
- Thinking Global, Acting Silo – Advantages of thinking Globally but implementing a new kind of ‘Silo’ – why this is an advantage?
- How user experience of delivery of high-quality imagery is important.
OK, so we've got attendees coming in. Now, welcome, everybody. This is essentially Peter scoring's from Stanley Black and Decker. I'm very happy to have Peter joining us. Peter is is an awesome guy. They have been doing some great work over at Stanley Black and Decker, especially now during the during the crisis. And he has been a big supporter of the conference and has a very interesting perspective because he has more on the technology side. You know, we are content design governance and systems here at OmnichannelX X, and Peter is representing and filling out our systems area.
He has a deep expertise in some of the platforms that make OmnichannelX possible. And I know people always, always ask what the tools. So how do I get my platform going? How do I get my platform? So Peter is the perfect guy to give you an example of how we create services for OmnichannelX. So without any further introduction, I will hand you over to Peter Scorelines.
Thanks for that knows. Thanks for the introduction. Just going to quickly share my screen here.
OK. My name is not nice into Introduce me. AM Peter Scoggins. I am the senior Digital Asset Management developer, Stanley Black Decker. And today I'm going to give you a little background into the systems that are involved for OmnichannelX journey. And I tend to dub it as searching for the e commerce Unicode. So the first thing I want to talk about is cake. Now, unlike a certain video game, the cake is certainly not a lie. So to be able for us to deliver a true OmnichannelX experience.
Stanley Black Decker, we need to provide the best contents to empower it. Why? Well, it's simple. You can't support a company that sells a tool every three seconds without having something in order to streamline that process for content creation through to wherever it needs to go. Now, when I talk about a cake, this is a sort of cake that I am referring to and this is what our cake is made of. So we have a number of systems that allow us to prepare the content that eventually reaches OmnichannelX e-commerce platform, including digital asset management, product information management, as well as e-commerce, straight up to the applications and channels that require them.
So to better understand why we have these systems in place, we have to understand that as technology continues to evolve, so does the path for users to be able to purchase information. The customer journey is becoming much politics past a couple of slides. They do apologize. So the customer journey is becoming more complex and is very rarely linear.
So we need to understand how our customers discover us, learn about us and hopefully purchase from us. And it's becoming much more urgent for marketers to have a better grasp of that customer. Full journey right away from start to finish. We're living in a world now where customers expect to be able to purchase anything they want in any location. And it's important for our brands to offer flexible delivery. Pick up options with our retailers. We also want users to be able to.
Find our products. Be able to buy our products through any means necessary, from mobile phones to tablets to old fashioned desktops, laptops.
As customers are also more likely sharing their location to us. We need to seize that opportunity to enable customers to be able to have personalized messages based on their location. So if they're looking for a specific product in a specific market, we need to be able to offer that product to them at the best price as well as have the best specifications that are available.
And we also have to be very mindful with the amount of information on line for customers. Customers are now better informed than they ever have been, and they have the desire for relevant information. And they also have the ability and we need to better aim our advertising to able to sell our products. Your ads don't always have to focus solely on the transaction.
We need to also provide helpful information throughout that customer journey, such as detailing how a customer will benefit from the product, as well as just a case of just showing them what the features and the benefits of that product this. It's more now about how a customer would benefit from using it. And we also need to establish that our brand has trusted Reesa Resources early on. We also have to remember that we now have the power of reviews and customer perceptional line should never be underestimated as long as it's not abused.
Studies have been undertaken, most notably by Think with Google. The decisions on which products to purchase is usually based on positive reviews. The customer reviews can capture consumer attention or lie. And they should really be a key driving force into how we produce ourselves. So when we look about how. The path to a user and how they purchase our products. It's now multi-device. So we should be targeting customers across multiple devices, both customers move across devices as well.
This is something that has happened really in the last five, 10 years with the adaptation of the smartphone.
And there are now various stages of the buying cycle. And how many customers use their smartphone to conduct initial research. And they're constantly switching between different devices. And it's important that we structure any message and target our plans around this cross device. Domain, which we now have, and we need to ensure that any ads or any ways to portray our products across to them are designed and rendered seamlessly across those multiple devices. So we've really got to start getting our ducks in a row here.
One of the things that we won't take away from the first part of this presentation is that we have to really think about the fact that any content we produce needs to be multi format, needs to be responsive, needs to be global and needs to be expanded, expandable. And we need to consider everything at this point how we handle our products needs to be done at a global perspective.
Having a non attentive, non adaptive e-commerce platform right now is not enough anymore because our content needs to be responsive. We need to ensure that is the highest quality possible. Moving forward. So the first part of our cake and our layer cake of perfection is it it's the asset management system at this point. We take all our photography, all our content, all our video, and stick it into one area of. Data that is available for us to be consumed elsewhere.
Whether that is anything to do with the OmnichannelX or anything that's due outside of the OmnichannelX and our inputs here. Is that what we're actually asking for is for clear taxonomy, asset quality checks, as well as making sure that assets can be found through enriched metadata on our output side.
We also want to make sure that that content can be delivered. And as a delivery at this point is incredibly crucial. We may also want to include a little bit of workflow in here to maybe improve images or make sure that we have the ability for statuses to be added to assets to cover the entire digital assets or lifecycle from prelaunch and asset creation all the way through to us expiry and sunsetting and archival systems. So at Stanley Black Decker, we are using and it's price down, which are currently at the moment, is premo down.
And we store information about images and videos, documents based on an asset type. As well as the region of intent, the brand, clearly you want to make sure that you're selling the brands, the correct product fought for that brand as well as business unit. We have multiple standing back. Everybody thinks Stanley, Black and Decker, all they ever do is sell tools further from the truth. That is the most far out dervish from the true statement you can ever make about us.
We have multiple business units from healthcare, fruit to engineering, a fascinating infrastructure. As well as some internal ones, such as Stanley Black Decker University, which is our training area that allows us to create training content, allow to use tools as well as how we enrich the products and how users can use the products and how they're trained.
Using the products and business unit for us basically allows us to show who owns the content of that asset. And we'll cover that a little bit later on. We also want to make sure that we're storing keyword information, better data and information that may be relevant for an asset to be able to be fined, and that promotes reuse as well as governance. And we also want to make sure that we're actually putting assets specific, as well as product specific information on assets that may belong to a product in the system because that allows us to find assets in the system.
And as I've said earlier, it promotes reuse and making sure that a single asset can't be governed across the entire enterprise. So one of the crises I'm always given is why is images so important, are e-commerce environment, whatever number of reasons for this? Pictures are the most important element of a product sheet. And we've actually had research done by Saint-Gobain Overing in France and we've actually found that there is an increased visit to a product page. Twenty seven times if you have an image on the product page.
And we've also found that for some retailers that need product sheets, sometimes just wanting the images is not enough. They actually want you. Ls two links to directly to those images that are hosted by Stanley Black and Decker in a format that they actually request that they want.
It's also scientifically proven that we want to make sure that key the key element here is the quality, the images. Pixelation is a turnoff. And it is scientifically proven, an e-commerce site. Sixty seven percent of customers say the quality of an image is very important in selecting and purchasing a product. And this actually surprised me in more cases, customers think that the quality of an image is more important than product specific information. And that is actually astounding. Sixty three percent of them actually said the most important product piece of a product was actually the product image, whereas only 54 percent believed that a long description was important.
And 53 percent believed that ratings and reviews were the most important.
And that actually comes from MGD and d.g advertising. So as you can see from an e-commerce perspective, images are incredibly important.
Peter, could you just reel off those statistics again quickly? I'm not sure.
Okay. So. Yup. So pretty images. It was seen more important than long description and rating review percentages were 63 percent on product images, long description at 54 percent. And ratings review at 53 percent. And that's research by M the G advertising.
Hopefully, hopefully, God knows. Thank you. But it's not just images these days. We're seeing a lot, especially Stanley Black and Decker, about the rise of images and video. Particularly images which act as storytellers. You can evoke an emotion, a dream, a vision simply by using a well-placed, carefully composed image. Visitors to Web sites read those images and in a split second will make a decision on whether or not the rest of your Web site content is relevant based for them.
When it comes to the crunch, you can lead a customer to your products online. But unless it looks alluring and the image confirms that they need that product or that service in their life, the customer will drop off at the final moment and they won't complete the transaction or the engagement with your brand. So, Stanley, Black Decker. How do we treat images and how do we treat video? Well, we store the following types of product imagery inside our dam for product imagery.
So when you're selling goods online. The first thing you need are product shots, which beautify and accurately show off your product to the best of its ability. So one of the things we use and we call them beauty. We have. I have what other is called cut out images. And these are basically images.
There are a Chris White background are really popular with journalists for one reason, because they can bend and fit those images into articles, which means that it is much easier for your products to actually start appearing in reviews and be featured in the press and without color images.
It's highly unlikely the products will be featured in the press. There are statistics available on that which I don't have in this presentation, but I can share them off line.
The most important thing here, your product images need to be high resolution and they must accurately depict the product you are selling.
So consider taking a and we do this at Stanley Black and Decker. We do. Consider taking shots from a variety of angles, and we call them different things based on those those images and. The customers can really gauge the product fully based on the different aspects that are being shown in those images. We will make a note here that renders are becoming actually incredibly popular and it's becoming a much bigger aspect that we're seeing, especially Stanley Black Decker. In fact, I'm working currently on a project to actually start building our rendering engines and automatically populate images and based renders based on information.
So the idea is you send what the render is that you want to produce and the system will actually properly generate those renders at the moment.
We define what a render is for those of don't.
Yep. So a render at the moment is effectively a computer generated image of the actual shot. And the idea is, is that you can modify that, render around and get a full 360 degree image of that product without having to take expansively a ton of shots.
Well, photography shots and has to do with lighting the advantage you get, rendering it because it's computer generated. You have dynamic lag lighting, meaning you can basically put lights anywhere around the render to generate any lighting effect that you may want. Stanley, Black Decker. We actually do a render at every four degrees, meaning that every shot that we have, 300 for a 360 degree view of an image as you can rotate it. Seventy two shots are taken are rented out by that system.
These are probably going to replace maybe some of the beauty and environmental shots that we could take as we can. Also computer generate backgrounds on those renders.
And the idea is, is that you would render out your model of the product in question at the relevant textures and then push that information out to a rendering engine, which would then do the mass and all the complicated computer wizardry to actually give you the effect that you're actually viewing the image rather than having a photographer that would go around and take hundreds of images of the shots and be modified the lighting in real time by doing it on a computer generated process.
It's actually much quicker. And also it's very cost effective.
You produce the the 3-D render once and you could add color textures.
So, for instance, if you have, say, a vacuum cleaner that's available in blue, purple, black, white. For instance, red, multiple colors. You may have you actually produced around the once, but you then add textures to the render on all those different colors.
So rather than having to produce a purple Hoover, a blue Hoover, a red Hoover, or do any tricks in Photoshop or anything like that, which is quite expensive, you literally generate the render and then push the textures around.
So along with high quality images, it's also a good idea to have some lifestyle shots of your products being used. And that can literally be maybe somebody on an industrial sites actually showing the drill being used or or having an angle grinder with sparks going off. That's it was a very popular one.
Customers liked to purchase products they can envision themselves using and enjoying. So that rate for that reason, lifestyle images featuring people work well to evoke a powerful image. The human face can evoke trust, especially in e-commerce culture, which is quite faceless. It's literally just so many going on going to a Web site. That being said, some brands prefer not to use people in their shots as that can distract attention away from the product. And in the demographic of the models don't really match the demographics of the person that's viewing the image.
The verdict is really out on that one. We like to use it, Stanley Black Decker, because the majority of people that are using our tools are consumers. That would be maybe pushing a vacuum cleaner or using a drill.
For instance, you may have a beer or a soft drinks company that may actually just want to show an image of a glass that's got their brand on with the product being poured into the grass or even just the pitch of the glass with the product in it.
Such as Coca-Cola or Miller Lite or something along those lines where you might just want to show the glass rather than somebody drinking the beer. That's a good example of where a lifestyle shop may not be appropriate. So it's really up to you guys on how you want to envision using your for photography types. We also use a lot of video types and in a survey conducted by Animoto, it emerged that 73 percent of customers are more entire inclined to buy a product after watching a marketing video.
So we store a right wide range of video types for a different end users and platforms, depending on the product types and the product page. And the point in the lifecycle that you are. There are various types of marketing videos they can use to make an impression.
So, for example, how to video can take your product video to the next level and that type of video devolves deep into the product's full range of features.
Explain step by step on how to use it before they purchase it. Whereas a testimonial review video is another essential video tape for us where we can actually have somebody externally come in and actually review the product.
And that is actually very good for increasing confidence in how the video is useful for.
How? It's very useful to increase confidence that a product is useful and works as well as what the manufacturer claims. Okay, so finally we have all that great content and in the down. How do we get it out to the world? And one of the things that we do is we have an integration in place between our dam and our content delivery network, which at the moment is Akamai. And that adds imagery across to the sites and e-commerce platforms that we have.
Images are usually available in four sizes. And that's to support current as well as legacy sites and devices.
On that, citizen videos are done in ad hoc sizes as well for sites as well as mobile documents, too. So, for instance, in design, documents are always converted over to PDX.
So if you have, for instance, documentation that's required from a legal standpoint, especially inside the EU, we have the PDX to back them up stored in the dam and they're pushed out to the sea and so they could be used on the relevant Web sites and channels may require them. Okay, I'm just a little bit curious on time. So I am going to step the pace up a little bit. Our next layer of our cake is the poem or the product information management system at the PEM level, we are really into the nitty gritty of getting our product content together.
We want to ensure the quality, the brands, the market approval, as well as we want to make sure that we're preparing everything out for market syndication and getting those products out to the market. So it's Stanley Black Decker. We have a variety of Pimms being used across the world. The main pimp for torture storage is Hybris, which you can see a couple of screenshots there on a products that I picked at random.
We do also have added products as well as Pincott instances that are currently legacy Pimms, the Storing Savar information for other business units. But we are moving towards an enterprise level, Pam, like we have done for them, and that's going happen in their future. In fact, the projects have already kicked off for that. And we're visioning that we're going to have a globalize product information system available for all markets or business regions in the next 18 to 24 months.
So next part is what we want to do is we want to start globalizing our products. Now, the fact is that we want to make sure that we have market variance on our master products is key. Well, we want to do is we don't want to start creating a uniform product in our system that's available worldwide.
Reason for that is that we want to be able to show the products and the content, perhaps for slightly different images based on what market is available. And we want do we need to show the product as it really would appear to the customer in their market? So a case study of what I mean here is for SPDM, we go down to some regions that may have local regulations on what a battery may say. So a battery for a drill, for instance.
Some regions may display the wattage of the battery, whereas others can't do that for legal reasons. And we might have to show the money up. Ours appear that the the the the tool is rated for as well. And for some reasons, we actually show both because we legally can and how we address this. SDD is coming in the next slide. We also want to make sure that we're doing localization.
People want to buy in their own language.
Sometimes you don't have the option and that the law of the land dictates that you have to provide translations for products and all the official languages that that may occur. So examples of that may be in Canada we have English and French. Another one may be in Belgium, for instance. You have Dutch, French and in some cases Flemish.
Also, we want to ensure that we have data quality. So we need to ensure that data you have on the product is correct at all times. You need to be mindful of local laws in products where you may want to sell your of imperial or in metric measures. You may also have legal requirements where you have to show disclaimers on products for that localized regions or that localized country.
So how do we localize content so in our town? We actually have assets that are available based on unique clauses, and those clauses include things like the business unit.
So which areas of the business actually created that asset? And you need to understand that that's an enterprise. There are many fingers in many pies. Many people are adding content, and what we want to do is want to make sure that we can identify who's asset it actually belongs to.
And if the asset is not up to the quality that we expect, it is not up to scratch. We want to be able to find which business unit owns that asset and actually has the ability for. US as digital librarians go to them and say, we need to you to improve the quality of your assets coming in.
We also have a very unique solution at SPDR, where we have acquisitions of other brands that do occur. And it could be many months before the imagery in the videos that comes as part of the acquisitions come into us. And at that point, we actually find out that there are low quality and some of them actually do need reworking. A case of that is when we acquired Lennix a couple of years ago, wasn't until this year that we actually found out that the image quality of some of the Linux assets that we acquired were low quality.
Naturally, we had to physically rework some of those assets as well. We also look at a regional level, sell products, different regions, but each region is Tormé Houselights more cosmetic. Different says right down to maybe what a plug us.
So we're not dumb. Our products could have countless number of images. All technically have the same file name, but because they are stored in different regions, they are actually considered unique assets. We also have Brad and Asset Site, which basically self explains, we need to know what a brand the asset is for as well as the products we may. He wants to localize our variance to have products that are available in different markets. And we also want to ensure that we are enabled.
We are are enabled to assign local content to the correct products for those variance products in our Pimm are made unique with these product variants for regions or even down to country level where it's kind of needed.
And then we have the big one, which for us at the moment, everybody is talking about it. And I think it's going to be the defacto standard moving forward. Is Amazon and it's a plus content.
I strongly believe that Amazon are going to start because they're the largest retailer in the world, are going to start becoming the de facto standard of how products can be structured on websites.
And we need to be very mindful that, as BD and I think we handle this very well, that we need to provide a large amount of content that enables us to fulfill those eight plus content. So we have things like multiple varied, a varied product images.
So such as what we were talking about earlier with our different types of images, such as images at different angles, close up LIFESTAR shots, we need to make sure that our pen is full of information regarding informative information that make cover products in 100 words or fewer have concise list of bullet points where each line convey a different product, feature and benefit. Scannable had us, so are our users can actually find deep semantic content content just by reading a few of those headers rather than having to read the full part description, which users don't tend to read anyway.
Things like what's in the box section, listing all the components. They're inside a product. So does it contain a battery? Does it contain it?
So in accessories and other elements, that may include things like videos, 360 shots, which we talked about earlier with rendering and as well as matrixes for cross-selling or comparing products along with the product areas. So we've are down with peers. We're making sure that the content we're providing meets that a plus content that is available for us. One of the last layers of our cake is e-commerce. Once information is poured in from our product management damn systems, we then build upon these with our e-commerce platforms to complete the basic structure of our system information.
Here we can set ID against the user using the system. We can manhandle mechanisms such as bandos upselling, cross-selling, depending on the product or services from the information provided inside those systems. And we could customize the user experience as well at this point by offering promotions, subscribing and saving, offering sign ups such as emailing lists.
And mobile app notifications, plus, we also offer product registration as well. So what's a product is sold? We could support users more in that in a couple of sleights as well as the any other e-commerce platforms that may require it. And we use enterprise level omni channel commerce platforms such as orchestra and V-Tech, depending on which region and which areas business needs to use them.
And that unifies our e-commerce software, our mobile commerce, as well as our retail stores. And once all that is set up are applications and channels that that content is needed or is pushed out. So if we need Web CMBS B to C or B to B and channels, whether we have support to support portal such as to Commerce and ServiceNow, mobile retailers, any OmnichannelX experience that we may need to provide, we have that information. What are the things that I want to quickly grasp upon is everybody seems to forget about print.
Let's not forget about print.
So we actually have a product that we're developing at the moment known as the sales flyer. And that product allows our sales representatives to create their own product. Flyers for customers in a controlled interface.
Uses basically, if you think of it like Lego, it uses a building blocks philosophy, but basically handholds the user from being able to select products, being able to select special offers, and they're able to configure these flyers, build them up in little building blocks and then send them over to the printer to be so to be printed and then sent across to the actual customers.
These flyers will appear for the system is fast, it's very robust, and all the content is already approved and is already high quality because we do those checks at the dam and the pimp level. For us, it's not just our efficient omni channels that we are also trying to help. And I do know I'm a little bit pressed on time, so I'm going to try and breeze through this as quickly as I can. So hopefully there's a lot of questions at your hands.
You heard me breathing in say something. Well, they're gone.
I did. I did. Yes. So not just our official OmnichannelX. We also want to help others use our assets to sell our products on their on their channels. So we actually do have a self-service system called the brand portal, and that allows digital agencies are retailers, small mom and pop stores to come along and actually grab assets they need.
And these are high quality assets that have been pre-approved by Stanley back in Dacher ourselves.
One of the huge problems we had was that we found Web sites, especially from marks more mom and pop retailers that were selling our our tools with images that they literally just ripped off Google Images.
Now, that has two problems. We had low resolution images that were common. We also had the fact that the images being so the images of the products they were selling were not the images as they were supposed to be pictured. And basically that has legal ramifications for us. So the brown portal allows the system values to come into the system and download images to preset predetermined sizes as well as custom sizes. But there's also some additional features that are there to actually stop low resolution images coming out of the system.
So, for instance, if you're trying to download an image that is originally at 72 DPA and you want it blown up to 300 Deepthi, this system will automatically stop you. The idea being is that we want to make sure that low resolution images are not sent over to represent our products and our images. So once we have solved. You are products. We also want to support your products.
And we have a system called ServiceNow and that is our customer service portal that enables our customers to be able to feel supported once they have bought a product, because at the end of day, you want a customer to come back and buy a product again and have a good overall user experience from the moment they pick your product, buy your product and actually have support.
So whether they need a new official toolbelt, whether that's a jigsaw blade right the way through to a new battery. And service now offers easy order replacement parts, enables us to track the parts and repair any orders.
And that's all effectively tracked from the moment that their orders submitted all the way fruit delivery to their desired location, whether that's home, their place of work or to an authorized service center. And at the moment, we have 80 plus factory owned service centers throughout the world as well as 100 sorry, 1800 plus or for a service centers. These service centers are open 24 hours a day, seven days a week, 365 days a year. They don't even work Christmas Day.
And also, you don't want it to happen, but they also store information on safety recalls. And I'm actually really proud to say that we don't have a lot of safety recalls. I believe the last one was actually in 2018. So we have a track record of producing quality products. And I want to make sure we also want to make sure that we do have to recall a product. We have a system in place that enables us to do that through multiple omni channels from social media.
Right the way through to our ServiceNow portal.
So let's quickly recap our cake at the bottom level. We have our down which stores all our content ready for it to meet the high standards that we would expect to send to our product information. Next, we have a pin where we're actually structuring our product information.
We're actually building out our master catalogs and ensuring that our quality assurances are in place as well as workflow, ensuring we have approval from brand managers to make sure that where they're happy with what they're going to be selling as well as markets into syndication.
So we're sending information out to Amazon, sending out to all the retailers that may require it.
On top of that, we are our e-commerce platforms enable us to track the user from when they're coming into the system, looking at it through to actually by purchasing. And at the top, we have all our omni channels that we have available for us that we may want to push any of our e-commerce information from are approved damn and approved Pym information right the way through out to that channel.
And with this, we can bring a constant customer experience through all our channels. It's a layer cake that meets allows us to meet and grow to the needs of our company. Now, you're probably wondering in the very first slide, I talked about an e-commerce unicorn and you're probably wondering where the unicorn comes into all of this. The world is always changing.
Other man's and. Peter. Uh. I've lost. I've lost Peter's audio and video, did anybody else also? OK, so I think that means that Peter's lost his connection. I'll see if I can reach him through another channel.