EVOLVE'13 | Customer Success Story | Avery Dennison | Bhupesh Arora

Transforming Digital Marketing Global Web Redesign Bhupesh Arora Avery Dennison August 27, 2013

A Global Leader

• Founded in 1935

• $6.0 billion sales from continuing operations in 2012

• 2012 Fortune 500® ranking: 367 (NYSE:AVY)

• Industry-leading businesses with operations in 50+ countries

• Based in Pasadena, California

• 30,000 employees worldwide*

* As of December 31, 2012

Avery Dennison Proprietary and Confidential 2

Global Web Redesign

We are a global leader in labeling and packaging materials and solutions. Our applications and technologies are an integral part of products used in every major market and industry. Our products and solutions enhance brands, improve consumer product performance, and deliver information. They include:

» Materials for brand labeling and packaging of consumer and functional products » Apparel and footwear labeling design, high-definition graphic embellishments,

sustainable packaging, price ticketing, and RFID-enabled inventory solutions » Information management materials, products and solutions » Graphic imaging media » Specialized adhesives, coatings, films and RFID technologies

Avery Dennison – Who are we and what we do


Global Web Redesign

Global Web Redesign Situation: Fragmented Digital Presence

4

AD.com

na

cn kr

eu

as

wine

enhanceyourbrand la

performance polymers

ap

Label and Packaging Materials

Performance Tapes

us ap

eu

RFID

Medical Solutions

Designed and Engineered Solutions

performance films

Retail Branding and Information

Solutions

fasteners

fastener cn Graphics and

Reflective Solutions

freshmarx retailers catalog

business media jaq

eu

academy

printer color

rfl na

ap cn

au

kr

Our digital brand presence was fragmented across 38 disconnected sites

printer systems china

Monarch products

apparel

nano- fusion

iapd

efd

jp

Avery Dennison Proprietary and Confidential

Web Sites 80

Product Data Repositories 60

Technology Platforms 20

Global Web Redesign User Experience Levels

5

Great User Experiences are Useful, Usable and Desirable

Site has useful content Basic Useful

Site easy to navigate a information easy to find Intermediate Usable

Site provides enjoyable and engaging experience Advanced Desirable

Source: Forrester Research, Inc.

Competitor A

Competitor C

Competitor

B


Global Web Redesign Global Website Redesign Objectives

• Improve an outdated and highly fragmented corporate and business web presence

• Implement a common technology platform that enables globalization, search optimization and product

data functionality necessary to enhance customer consideration

• Improve digital capability such as e-marketing, opportunity identification and customer engagement

• Support content system and look and feel that demonstrates our new vision and new business unit

value propositions, segmentation and marketing effort

• Enhance recruitment of new employees, improve impressions and thought leadership with key

stakeholders such as investors, reporters or government officials

6 Avery Dennison Proprietary and Confidential

Global Web Redesign How Big Should Our First Step Down the Path Be?

7

Common Look & Feel

Fully Integrated Experience

Brand Strategy

Business Naming

Product Naming

Brand Guidelines

FUTURE STATE Single Product Catalog

Standard Product Data Sheet

Enterprise Level Taxonomy

Enterprise SEO

Enterprise CRM

Enterprise Social Media

Enterprise Customer Service

Centralized Resources

Enterprise Back End Systems

Languages: Enterprise

Country Level Sites

Navigation: Pick Country

CURRENT STATE Multiple Product Catalogs

Multiple Product Data Sheet Formats

Business Level Taxonomy

Business SEO

Business CRM

Business Social Media

Business Customer Service

Decentralized Resources

Complex Back End Integration

Languages: Business Unit

Regional Sites

Navigation: Language / Country

X

Shared Web Page Templates

Global Web Platform

1


Global Web Redesign Modules

User Experience Modules • Product Information • Product Selector • Photo Gallery • Value-Added Tools • Distributor / Partner Finder • Globalization • Customer Self-Service

Marketing Modules • Lead Generation • Cross-Sell / Promotional

Campaigns • Web Analytics

Operational Efficiency Modules • Back-end System Integration • PIM

8

A B C


Solution: Adobe Integrated Web Experience (CQ 5.4)

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averydennison.com

LPM GRS ADAS RBIS ADPT DES ADMS RFID PCE













New digital experience on a single platform with common architecture, templates, functionality and visual design. Businesses will manage their sites globally within an integrated enterprise system to support digital marketing strategies

Options

Global Web Redesign


Global Web Redesign The new website!!!


Global Web Redesign The old website


Global Web Redesign Challenges and Program Results Summary

• Challenges

» Large shift in responsibility: Ability for businesses to become self reliant on content updates and releases

» Flexibility in timelines needed due to geographic spread and lower level business stakeholder commitment

» Live copy software issues for translation

» Product data alignment

» Product search issue

• Program Results and Looking ahead

» Converted 30 of 38 sites in multiple languages

» Mobile enablement from Day 1

» Fully integrated translation solution

» Significant reduction in IT support needed for content updates

» Easy integration with Google Analytics

» Product catalog add-on (Integrated Product Information Management solution) is one of the next steps
