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Naveen Gunti
Senior Director of e-Commerce Technology and Operations, Tumi Holdings, Inc.
SuperNova Award Category:
The Company:
Tumi is the leading international brand of premium travel, business and lifestyle accessories and the brand of choice for professionals, influential thought leaders, sports and entertainment celebrities and demanding travelers.
A fundamental aspect of the Tumi Legacy is the world-class service its customers enjoy including personalized experiences, comprehensive product warranty, global repair, customer service locations and around-the-clock assistance. Tumi's exclusive and complimentary Tracer program reunites customers with their lost or stolen items. Tumi's success over the past three decades can be traced to its continual focus on its founding principles of design excellence, functional superiority, technical innovation, best-in-class quality and outstanding customer service.
The Problem:
Tumi wanted to give customers a more hands-on experience by elevating its use of rich visuals to bring products closer to online shoppers. Also, Tumi wanted to avoid having new products sit in warehouses while products were photographed and images resized, edited, and uploaded to websites. Additionally, Tumi wanted to deliver a better online experience for customers, improve time to market by getting product images online faster, deliver a better online experience for customers, and centralize assets for more consistent imagery.
The Solution:
Tumi’s first step was to build an in-house e-commerce team allowing greater control over updates and the agility to update the website faster. Tumi turned to Adobe Marketing Cloud to help:
1) manage its dynamic media, create assets once, give it the ability to automatically resizes images and videos to any size or format, and deliver mobile-friendly displays on any device without spending additional time creating assets
2) enhance its personalized monogram offering by overlaying any three-letter monogram onto the image of a bag or luggage tag in real time so shoppers could experiment with font style and color to achieve the look they wanted
3) track how customers were interacting with the monogramming and dynamic images, which provided Tumi with guidance about products and services
4) centralize asset management and creation for e-commerce teams across Tumi
5) manage social media across platforms by centralizing social assets so teams worldwide could share resources and campaigns.
The Results:
Utilizing Adobe Marketing Cloud, Tumi was able to:
- Reduce the number of images and videos teams need to create to responsively deliver product detail across screens, eliminating the need to shoot every product view;- Analyze customer engagement with product assets and enhanced delivery of dynamic images, improving product marketing and sales.
Metrics:
Utilizing Adobe Marketing Cloud, Tumi was able to:
- Accelerate launches by up to four weeks by preparing product images and videos 30 percent to 40 percent faster, freeing managers to focus on other strategic activities;- Increase customer engagement with dynamic images, boosted mobile engagement, and increased time on site by as much as 40 percent;
The Technology:
Tumi leveraged Adobe Marketing Cloud, including:
- Adobe Experience Manager to build websites, mobile apps and forms – making it easy to manage marketing content and dynamic assets.- Adobe Analytics to apply real-time analytics and detailed segmentation across all marketing channels to discover high-value audiences and power customer intelligence.- Adobe Social to tie all data to the bottom line, and manage the deep relationship between customer sentiments and business goals.
Disruptive Factor:
Retailers today can reach online shoppers anywhere, greatly widening their brand appeal and boosting sales, but e-commerce sites also have a big disadvantage compared to traditional brick-and-mortar stores: customers cannot pick up products for closer inspection, often making it harder for online retailers to build confidence and close a deal. For Tumi, giving customers a more hands-on experience is a key component of sales, and as such wanted to bring its products closer to online shoppers via rich assets, but given that it regularly offers about 3,000 products and introduces about 1,500 new products every year, keeping its site current with the latest product offerings is a constant challenge. Adobe Experience Manager cut about four weeks off its product asset development time and allowed the company to move products through its warehouse faster and start turning stock into sales. Also, Adobe Analytics provided the company with data about page views and clicks to help determine how images and interactive elements were affecting the customer experience and sales.
Shining Moment:
Perhaps the most surprising thing Tumi learned is that men window-shop. Not on the street, but online. Adobe Analytics showed that men are spending time, going through the navigation rather than the search.
