A SINGLE "THRONE" FOR A SMARTER CONTENT MANAGEMENT
Brand identity under control, personalised customer experience on each channel, -70% of editorial effort.
With THRON, Dainese has rivolutionised the lifecycle of marketing and product digital asset, from creation to distribution.
The Dainese brand
Fifty years have passed since Lino Dainese made his first motocross trousers. It was 1972 and since then the company's mission has always been clear: design innovative and ergonomic solutions to improve and promote safety in dynamic sports.
Today, with over 800 employees and offices in the USA and China, Dainese is a globally recognised brand and its products are chosen by champions and enthusiasts of a wide range of disciplines: from motorcycling to sailing, from skiing to cycling.
Challenges and strategies
Managing online assets, products and channels effectively is a challenge for any brand. It is even more so when we are talking about 350,000 digital assets, a production of 50,000 pieces of content per year and 20,000 product codes.
Dainese realised this immediately when it decided to set up its own online presidium. The management of communication channels soon proved to be fragmented and costly.
The risk of not guaranteeing brand consistency and disseminating out-of-date content or information was always just around the corner.
The aggregation and analysis of user data required a lengthy, complex and not error-free activity.
It was in this scenario that the historic Italian brand chose THRON to reorganise its digital ecosystem, with three strategic goals.
Solutions chosen by Dainese
1. Centralised asset management increases productivity
Fragmented content management often results in a waste of time spent, dedicated resources and possible image damage caused by messages that are not always consistent.
This was also the case for Dainese, until it chose to change approach and equip itself with a single engine to manage the entire lifecycle of digital assets.
With THRON DAM PLATFORM, the Italian brand centrally organises, manages and distributes product content and information.
From PLM to shooting management tools: shots, videos, images and any other type of content are collected in one cross-departmental hub and from there shared across different touchpoints. In this way, internal processes have become leaner and more efficient, and productivity has increased.
Not only that. Thanks to the unique brand taxonomy, Dainese has also automated the process of classifying and enriching content with product information. The result? Product searchability has improved and e-commerce management is more effective, faster and always up-to-date.
2. Consistent and unduplicated assets to protect online reputation
Many channels, one identity: coherent, clear, uniform. Through THRON DAM PLATFORM, Dainese distributes its content in a direct, centralised and controlled manner. Each asset is automatically updated, adapted to the context and optimised according to the channel of use.
Each content is unique, without duplication, and marketers are no longer forced to create different versions of the same asset for different touchpoints. With centralised distribution, Dainese is always in control of the consistency of its communication and, at the same time, offers users quality content that is perfect for their specific conditions of use.
Thanks to THRON Universal Player, the sportswear giant dynamically distributes assets across all digital channels - from website to e-commerce to apps - and offers a unique and memorable multimedia experience.
THRON's player allows Dainese to:
3. A customised customer journey driven by data analysis personalizzato guidato dall’analisi dei dati
Assets are valuable not only for what they communicate.
Each one is a valuable source of information about the users who interact with it. Knowing how to collect, aggregate and analyse data thus becomes an opportunity to build increasingly personalised and meaningful customer journeys.
Thanks to THRON's Content Analytics tools, data are collected from the various channels in a globally consistent manner, and all converge in the platform.
The Artificial Intelligence system evaluates the performance of individual content and collects information on users' interests and preferences. Their profiles, enriched within the CRM, become the basis for Dainese to launch increasingly personalised marketing campaigns.
In particular, with centralised data collection and analysis, Dainese can: