Case Study – More Campaigns – More Turnover

Time-to-Market Shortened and Process Costs Saved


The Debrunner Koenig Group offers an extensive product range focused on construction – with more than 160,000 articles, the enterprise is the leading Swiss trade partner for construction and building equipment, commerce and industry. For the traditional branches of trade, providing 20 catalogues and brochures – naturally in three languages – is part of the daily business.

A well-organized, automated process and an efficient data structure is required to produce this many publications.

Supported and advised by the publishing specialists, FO-Zürisee, Debrunner Koenig implemented a high-performing PIM system and InBetween‘s Dynamic Publishing software in 2008. This established the basis for adapting the marketing processes to the ongoing demands in view of currentness, flexibility and target group-oriented market presence. Apart from achieving a high degree of
automation, the decisive factors for in the software selection process, were the potential of cross-channel data usage and being able to use various data sources to create documents.

„Content is King,“ is the Marketing Department‘s guiding principle at Debrunner Koenig. What this stands for is having a well-maintained and up-todate database as the basis for efficiently
creating target group-oriented marketing documents across all channels. Initially, the primary challenge was to develop awareness at Debrunner‘s 30 subsidiaries of just how important highquality data is. In addition to all the article master data in the ERP, the product information in the PIM – in the three languages German, French and Italian – an address database still had to be established and integrated. Since at Debrunner Koenig, different subsidiaries are responsible for different business units and product ranges, the correct addresses, telephone numbers and contact persons must be listed in the catalogues and other publications. This might sound trivial, but in practice it resulted in a considerable number of errors, delays and complications for only roughly 300 different telephone and fax numbers for all main product groups. All files compiled had to invariably first be sent to the local person responsible for proofreading, which delayed the workflow by several days. Thanks to the address database being connected to InBetween via a web service interface, not only could the responsibility for all addresses be shifted to the local responsibles, but now all the latest data needed to create new publications can be directly imported from the database. The error quota is virtually zero. The generated files are ready for print after one to three days and can be entirely created inhouse.

Simultaneously, individual product flyers to be displayed at local stores can also be automatically generated by nearly 100 percent.On the whole, up to now the number of publications have On been doubled, and at the same time, costs were halved. Debrunner Koenig is no longer dependent on external agencies and creates all documents themselves.


Interview:

„More special Promotional Offers to the Delight of Customers“

As a wholesale trader for products focused on construction, promotional special sales campaigns is part of the Debrunner Group‘s daily business. The input of the decentralized Product Managers in regard to top sellers and revenue statistics is just as important as is rapidly and cost-effectively creating documents for the Shipping Department and local markets at a central location. Birkan Terzi, Director of Communications Systems at Debrunner König Management AG explains how implementing a sophisticated automation process can couple decentralized responsibility to economic reasoning, while additionally increasing turnover.

Debrunner Koenig has a very broad product range and many locations within Switzerland. How does this influence marketing?
That is a great challenge, especially as we have 10 very different product divisions with just as many different requirements. This can be particularly complex when creating marketing materials, because the responsibles are also spread over a wide area and we put so much time and effort into coordination with our central Marketing Communications. Furthermore, in Switzerland we are naturally dealing with three national languages. much time and effort into coordination with our central Marketing Communications. Furthermore, in Switzerland we are naturally dealing with three national languages.

What role does the print media play?
To a great extent, our target groups are craftsmen and construction companies, who gladly fall back on the good old catalogue, when it comes to choosing the right articles. As a wholesale trade company, we periodically offer our customers time-limited campaign products. For these campaigns, we send our customers brochures and provide brochures to be displayed at sales markets. We cannot dispense with this, even though creating them is more expensive than is a centrally created catalogue.

In your experience, does it even make sense to also automate the production of brochures where many are creatively involved in putting them together?
It is most definitely possible to also optimize such a decentralized process, without having to centralize responsibilities or make concessions for Corporate Design. You only have to find a healthy mixture of creative designing and structured presentation of the design. With a web-based automation tool like InBetween, the product responsibles can select products themselves. This makes sense, because they have more market knowledge for selecting the right products for a campaign. Since this now takes place on the basis of a predefined template in a creative style, we immediately receive a document that‘s 90 percent complete. Only minimum adaptations need to be performed, when for example, a text is too long. We therebysave the entire agency costs – this amounts to six-digit savings. We could furthermore increase the number of special promotional campaigns, due to the much shorter creation time, which provided for more turnover in our markets. And the customers are also happy, because they now profit even more often from special offers.



The Debrunner Koenig Holding was founded in 1988 by merging St. Galler Debrunner Group with Koenig Group. The DKH companies cover a wide B2B product range for construction, trade, commerce and industry. Debrunner Acifer is regionally anchored and as a warehouse material dealer, has a comprehensive product range on stock and multifaceted prefabrications. Metall Service Menziken AG and Koenig Feinstahl AG serve as flexible service centers and attend to the national steel and metal market. Debrunner Koenig Management AG (DKM) is the Management Corporation of the Debrunner Koenig Group. They plan, supervise and coordinate central responsibilities for the Group active throughout Switzerland, and support the sales subsidiaries in cultivating the markets.

www.dkh.ch


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