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Globl  IGIo fo -CoMMC: b PoI MGM PPCIv
ExEcvE Smmary
brands are putting tremendus energy int nineshpping tday. It’s nt just the isua appea  theprducts shwcased that matters; it’s time t market,t: nce a prduct is in the distriutin center, it needst quicky ecme “an image” nine t maximizecmpetitie adantage and saes.Making this happen requires Ga sset Integratin re-cmmerce, a prcess that rganizes, streamines andstrengthens the means  creating and managing argequantities  cmpeing prduct assets ike phtgraphicimages, animatin and cpy, and makes denitie ersinsaaiae r cmmerce pprtunities in mutipe mediawrdwide, especiay nine.Ga sset Integratin pays enrmus enets, ut itdemands specic ski sets r rand wners and theirpartners. It as demands a cmmitment t prcesses andtechngies that drie eciency and agiity, cst saingsand sustainaiity. but the end resut is inauae: a systemthat creates and manages assets that drie cmpeingand cnsistent experiences whereer cnsumers interactwith a rand, especiay nine.
 
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Glbal aSSE nEGran anhE challEnGES  ay’S branS
here are many chaenges t prducing assets thatcarry their weight in impactu nine stres. Gasset Integratin speaks t a  them. hesechaenges incude:
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Speed to site:
Prducts need t e transrmed rmitems in a distriutin center t images and wrdsnine in a matter  days – r ess. (nd rands need treact nimy t maximize the timey eect  prductsin printed catags and yers, when these are usedcateray.)
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busiess pig d geet:
he aaiaiity prduct and prmtina pprtunities puts a premiumn smart seasna panning and wrkw panning.
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voue:
brands must manage images and cpy r thehuge ume  materias distriuted acrss mutiperetaiers’ nine and printed ehices. In simpest terms,this incudes managing where a prduct riginates,where it’s eing phtgraphed and cpywritten andwhere/hw its images are distriuted acrss retaiers,prmtina ehices and media.
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cost:
 keep csts dwn, rands must reduceredundant phtgraphy and minimize the use  sampesets.
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cosiste:
Cnsistency  creatie assets enhancesrand identity and dries cnsistent rand experiences.his is increasingy imprtant when prduct isdistriuted t mutipe wesites and mutipe endrs.Cnsumers are ery attentie t images; when imagesare sppy, shppers aandn wesites and ignrecatags.
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Siit:
onine prmtina capacity has t escaae t match rand gas and pprtunities.
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cetiztio:
caaiity ny wrks when a randis capae  centraizing and streamining randprcesses eerywhere pssie. fr exampe, therepurpsing  assets acrss media, incuding print,is pren t sae up t 40 percent in prductin csts,and it increases the ietime aue  an asset.
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Stfg:
Grwing and eing “asset needs” createchaenges in ensuring that in-huse taent andsta udgets can ex and keep pace. Increasingy,utsurcing is a sutin.
Wha S Glbal aSSE nEGran r E-cmmErcE?
It’s the sutin – r a ita part  the sutin – t a  thechaenges isted here. It’s a pren prcess that integratescnsuting, creating, managing and deiering  media-neutra sti phtgraphy, CGI, ide and cpy, t turn thechaenges here int enets: speed, panning, ume, cst,scaaiity and centraizatin.Ga sset Integratin is exacty what the name states:integratin acrss a stages  the prcess that generatesand manages isua and era rand assets r use andre-use acrss gegraphies, media and retai partners. achiee this, it rings tgether creatie expertise,management principes and techngy.It speciaizes in the creatin  media-neutra assets thatare ready r adaptatin acrss a range  cnsumer-acingcntexts and as r use in ther stages  the randiecyce, incuding &, interna r retaier se-in, andmarketing and adertising. Ga sset Integratin is atthe heart  chawk’s retai marketing serices r sme the wrd’s argest cnsumer rands. t chawk,it cmines
osutig, etig, gig
and
deieig
assets.
 
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SE 1: cnSl
he ga  the
osutig
phase is t deep a thrughstrategy r wrkw prcess and management –starting rm the time prduct ecmes aaiae rphtgraphing thrugh its appearance nine – andcrreating this strategy with usiness panning rprduct and adertising cyces.Whether Ga sset Integratin is handed y the randane r in caratin with an expert partner, thecnsuting phase ines caratie panning sessinswith marketing teams, media panners, merchandiseprcurers and thse in charge  executing the actuawrkw r turning prducts int media-neutra assets,and then managing and deiering them.he est practitiners  Ga sset Integratin empyix igma principes as they deep wrkws andseasna pans. nd withut a dut they understand thehuge re techngy pays in rganizing and managingassets gay as they are created and distriuted tpartners wh wi deep and prduce the wesites thatare the rand’s crucia shpper tuchpints.
SE 2: crEaE
his phase is the mst amiiar ne r rands, andit’s executed in-huse r y utside partners in thephtgraphy/catag industry. chawk’s rm pint is thatit shudn’t e iewed – r practiced – in isatin. It’smuch mre dicut t create cmpeing rand assetsand deier them eectiey i
etig
isn’t surrundedy cnsuting, managing and deiering in an integratedprcess. his is the strength  Ga sset Integratinr e-cmmerce.his phase starts with stye guide deepment rimages, cpy and pst-prductin, t make sure assetsare unirmy cmpeing and n-rand whereer they’recreated and depyed, wrdwide.fr phtgraphy, this ines the science  ighting andanges and sets, pus retuching and cr management,and ensuring that they’re a appied with sensitiity t theprduct categry and cnsistenty within a prduct ine.hen, these aesthetic cnsideratins hae t mesh with anersight pan r ecienty reiewing the assets in amedia cntexts. ery cient has a dierent “reiew windw”and dierent timing demands, ased n its marketpace.fr cpy, it’s nt sucient t repurpse inrmatinand anguage rm merchandise cards; shppers – andespeciay nine shppers – are t demanding tday.Cpywriters shud hae merchandise in hand as theywrite, t cney its quaities cmpeingy. nd o strategyadds anther crucia ayer t the cpy and t the panningthat precedes it. he wrkw adantages  Ga ssetIntegratin prmte this kind  adance panning.t this stage, the asset can e enhanced and gien extraaue in many ways, r exampe with innatins ikeCGI and 360-degree spin phtgraphy, which drie highercnersin rates nine.
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hey can as e used internay,r imprtant eary stages ike &, interna se-in andretai se-in. Here the asset is eing used y ery distinctgrups, s the rand needs t cmmit internay tmaking each grup aware  the asset’s aaiaiity andinstructing them n accessing it. Here again, Ga ssetIntegratin heps make this ecient and eectie.
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91 percent  custmers queried in an de cene7 iewer studyet it’s a useu t r nine shpping. urce: “de cene7 viewertudy: What hppers Want,” January 2010; de ystems Inc.
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