Introduction
Chervon is a leading power tool and outdoor power equipment manufacturer based in China with operations in Europe, North America, APAC, and Australia.
Formerly an original equipment manufacturer (OEM) of power tools and gardening equipment for global brands like Bosch, Makita and Milwaukee, Chervon transitioned to an original design manufacturing (ODM) company with its acquisition of the SKIL and FLEX brands from Bosch.
Launching the EGO brands, established Chevon in the high-end outdoor power equipment (OPE) space in the US and EMEA with their innovative battery-powered gardening tool brand challenging established norms. Chervon takes great pride in its research, design, engineering and manufacturing expertise to build tools that make work easy, better and more efficient for its customers.
The Challenge
Chervon was struggling with aligning product content beyond the different acquired brands and regions, establishing a “common language,” and providing transparency throughout the commercial launch process.
Due to a fragmented regionally driven Commercial Launch process as well as the diverse digital experience landscape (Shopify, Magento, Drupal) due to acquisitions, the main focus of the project was to align on a global to local commercial launch process and utilize the gained transparency in communicating rich brand content via an intuitive google like marketing self-service portal towards the broader organization to have real-time access to approved brand & sales material.
Connecting the global marketing & engineering organization with the regional brand teams was a constant challenge due to product data issues and inaccuracies. The process heavily relied on Excel and Dropbox to share files and information across the whole enterprise. Teams within the company operated in silos, which meant that requests for product information triggered several rounds of back-and-forth communication resulting in wasted time and increased frustration.
With rolling out a global PIM & PLM solution, an initial alignment was achieved.
However, these solutions still fell short when providing all internal and external stakeholders with easy, intuitive access to product information and brand content.
Solution
RG.Experience partnered with Contentserv, a leading product experience vendor, for building a digital content strategy & roadmap and implementing and rolling out the Contentserv solution throughout the three regions and 4+ global brands.
With the Contentserv cloud-based offering, the team was able to offer an MVP prototype to the regional organizations within a few weeks.
By adopting Contentserv’s marketing portal globally, Chervon centralized rich product content and brand assets for every region and established PXM standards for all current and future brands. Together with Contentserv’s intuitive Google-like Self Service portal, the marketing team enabled all of Chervon’s stakeholders to easily find and access product, marketing and regional sales content at all times.
The self-service portal enabled the Sales teams to download about six different layouts of POS collateral from label to a personalized basic product catalog in real-time over 35 languages. In addition, they integrated in real-time into their Magento brand.com setup reducing error-prone manual onboarding of content.
