07 Dec 2009
Schiphol Group chooses SyncForce MRM-solution
Amsterdam’s Schiphol Group is giving her activities wings with a new automation solution to streamline its marketing communications. For example by supporting centralized planning, coordination and workflow management. Other items on the wish list were an image library, a grid, consistent corporate identity and correct use of colors.
Just take the problem of making large numbers of (high-resolution) digital materials available centrally, which has been a challenge for years. These assets are usually held by the various advertising agencies used by the airport. Accessing them can be complex and creates costs, while Schiphol Group’s aim is to make savings wherever possible. In addition, the Consumers division wanted tools to allow it to produce advertising and promotional materials quickly and simply within the corporate identity; for example showcards, posters, shelf cards and floor banners for the airport’s See Buy Fly shopping concept.
Marketing Resource Management (MRM) from SyncForce – comprising the Digital Asset Manager (DAM) and Marketing Shop modules – proved to be the solution. And it’s already having an impact. The Consumers division isn’t the only enthusiastic user; the Aviation, Real Estate and Corporate divisions are now also working with the MRM platform. That means Schiphol Group’s staff can access 2,000 up-to-date images – directly, and without extra costs. Concession holders at Schiphol Airport are also finding the MRM platform easy to use and effective. These independent retailers can now order their own promotional materials online, quickly and simply. Their tool? A what-you-see-is-what-you-get-interface! Thanks to an integrated fulfillment system, the materials they order are delivered to their door next day. That ensures consistent execution of the See-Buy-Fly concept. So the same visual image is presented to almost 50 million passengers using the airport each year.
Marketing Operations Management (MOM / MRM)
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