In the highly competitive field of advertising, Migros needs to act efficiently and effectively in order to react quickly, to rapidly changing market needs. Media-neutral data management, highly automated processes and channel-specific data delivery are crucial. Aclevion has been successfully advising and supporting Migros for over 10 years.
The system solution utilised for this purpose, has been continuously developed together with Migros: from a simple DAM to a comprehensive editorial system for the print and point-of-sale communication, not only for Migros but also the specialist markets melectronics, Do it + Garden and Micasa. Today, with over 30 interfaces, the system solution is deeply integrated and plays a key role in the system’s architecture of Migros.
A central area is the processing of promotional data. Promotional data and product data are imported into MDB+ via the SAP action planning system and the Migros production information system. They go through a media-neutral and highly automated approval process with various stakeholders involved. After their approval, the promotional data is played out channel-specifically.
The promotional data is simultaneously and automatically placed in a large variety of print and point-of-sale templates. In parallel, several responsible production agencies create a high volume of print communication, such as flyers, advertisements and posters as well as point-of-sale communication, for Migros and the specialist stores, directly in the system solution used on a weekly basis. The latter is collected in an automated process, specifically tailored to the needs of the individual branches and their product ranges and then delivered directly to the branches.