Challenge: Rituals, a global luxury cosmetics brand with 1300+ retail locations across 20+ countries and 15+ languages, faced a significant challenge in managing the complexity of their marketing campaigns. Briefing 10-15 creative elements for a single campaign could explode into 300+ pieces of content requiring localisation, translation, and distribution. Their existing manual processes were time consuming, and prone to errors, hindering agility and scalability. They needed a best-in-class automated briefing and allocation solution to support their rapid growth.
Solution: Rituals partnered with Storyteq and Rule to develop a custom, world-class solution that streamlines their entire marketing workflow, from creative briefing to final asset delivery. This integrated platform tackles the complexities of global retail marketing head-on, delivering significant efficiency gains and positioning Rituals for future expansion.
The Power of Partnership: Storyteq & Rule
Building on previous successful collaborations with major retailers, Storyteq and Rule combined their expertise to create a tailored solution that seamlessly integrates with Rituals' existing infrastructure, including Google Cloud Platform and Adobe Experience Manager (AEM).
Key Features & Benefits:
- Automated Briefing & Allocation: Rule's innovative Multiply engine automates the creation of language and territory-specific variants based on pre-defined business rules and real-time store data from Google Cloud Platform. This eliminates guesswork and drastically reduces the number of assets requiring creation and translation.
- Dynamic Store Data Integration: Rule's Site Database integrates directly with Rituals' Google Cloud Platform, providing a single source of truth for store data. This data can be easily updated and overlaid with additional campaign-specific information, empowering marketers with real-time insights.
- Streamlined Approval Process: Integration with Storyteq's review platform facilitates collaborative online proofing with multiple review stages, ensuring brand consistency and accelerating the approval process.
- Seamless DAM Integration: Approved assets are automatically uploaded to AEM, Rituals' central DAM, along with rich metadata provided by Rule. This ensures efficient asset management and retrieval.
- Automated Packaging for Print Production: Rule gathers all approved assets, briefs, and specifications, packaging them for seamless distribution to printers in various territories.
- Single Sign-On (SSO): Rituals' team accesses the integrated solution via Storyteq using SSO, simplifying user access and enhancing security.
Results: A Transformative Impact
- From Days to Minutes: Briefs that previously took days to build can now be created in minutes.
- Collaborative & Organised Approvals: The approval process is now streamlined, transparent, and collaborative.
- Effortless Asset Management: Gathering approved assets and matching them with accurate brief data is now a click of a button.
- Enhanced Metadata Management: Metadata for all digital assets can be easily updated and managed.
- Reduced Waste & Increased Efficiency: By automating variant creation, the solution drastically reduces unnecessary artwork creation and translation, leading to significant cost savings and increased efficiency.
Rituals have said this:- “As soon as I saw this I thought every retailer needs this”
The Future of Retail Marketing Automation:
This solution, managed by Storyteq, provides a solid foundation for future martech initiatives. Rituals is now equipped to scale their marketing efforts globally, efficiently and effectively, while maintaining brand consistency and maximising ROI.
