Since 2004, the Silhouette Group has relied on CELUM Product Content Management to centrally manage, control, and distribute its digital assets efficiently. What began as a media hub has grown into a comprehensive content platform. CELUM Product Content Management is seamlessly integrated with a wide range of third-party systems, helping to optimise internal processes.
Sales representatives and opticians have direct access to the content they need via the self-service CELUM Portals. CELUM‘s copyright management ensures consistent compliance with usage rights. CELUM reporting enables the Silhouette Group to accurately analyse and respond to the behaviour and needs of its target groups. The premium eyewear manufacturer continues to rely on CELUM and will continue to drive its digital business transformation.
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THE CHALLENGE:
GLOBAL ASSET & COPYRIGHTS MANAGEMENT
Since 1964, the Silhouette Group has been revolutionising the eyewear industry with premium glasses. In 2017, the company has evolved into a full-service provider of eyewear and frames. Since then, optical glass has also been manufactured to the highest technical standards at the company‘s headquarters in Linz, Austria. With 13 subsidiaries, a regional office in Dubai and a network of 16,000 opticians, the Silhouette Group operates in over 100 countries and has an impressive export rate of 95%.
As digitalisation advanced, the company quickly recognised the advantages of a digital asset management system. A central content supply chain not only aimed to drive the company’s digital transformation, but also to ensure copyright compliance.
The goal was to provide up to 60,000 users worldwide with access to approximately 300,000 digital assets. Due to different time zones, sales subsidiaries, distributors, agencies, and opticians needed to access relevant content through self-service portals tailored to their needs.
THE SOLUTION:
Celum as an all-in-one content platform
Since 2004, the Silhouette Group has been using CELUM as its global content hub. CELUM serves as a single source of truth for product content. It has been seamlessly integrated with numerous third-party systems, including CMS, ERP, brand portals, online shops, websites, an iPad app for the sales force, online catalogues, newsletter systems, MS Office, Adobe Suite, Pepperi and Engage. Centrally managed assets are used across multiple channels without creating duplicates.
CELUM has become the all-round service platform for the company‘s digital content. Products, marketing materials, PR content, and technical data are centrally managed in CELUM. To support different stakeholders such as employees, sales subsidiaries, opticians, distributors, and agencies, several content portals have been developed for different target groups and brands.
Content Portals for Sales Representatives
Silhouette Group sales representatives have access to all important global and local materials, from price lists to brochures and demos, when they visit retailers. The multilingual portals provide comprehensive content tailored to each market.
Intuitive Self-Service Portals for Opticians
Optician partners worldwide have 24/7 access to the latest materials for professional advice and sales support to end customers. Filtering options allow for quick and targeted searches. In addition, the back office is available for advice as usual.
Copyrigt Management
Images are usually available for a limited period of time. Before users can download assets, they must accept the relevant copyright agreements. Ten days before the usage rights expire, users receive an automatic email notification listing all downloaded materials that are no longer to be used and must be removed. After the rights expire, the affected assets are automatically hidden in CELUM.
Reporting
The Silhouette Group knows which stakeholders have downloaded which materials and are using them in the stores. This enables the company to respond even more accurately to the needs of its target groups and tailor its content accordingly.
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Results and Benefits
Centralised Content Management and Control
All digital assets are managed centrally in CELUM, enabling efficient control and distribution.
Optimised Copyright Management
Automatic notifications and asset hiding ensure copyright compliance.
Efficient Access to Relevant Content
Sales representatives and opticians have 24/7 access to curated, up-to-date content via self-service portals.
Enhanced Target Audience Engagement
Detailed reports allow content to be precisely tailored to the needs of target groups.
Seamless Integration with Third-Party Systems
CELUM is integrated with various systems such as CMS, ERP, shops and apps, simplifying multichannel content use.
Time and Resource Savings
Avoiding duplication of assets through reuse leads to efficient use and saves resources.
Silhouette Group​
Since 1964, the Silhouette Group has grown from a small start-up to the world market leader in the premium rimless eyewear segment. With its brands Silhouette, NEUBAU EYEWEAR and evil eye, the company stands for maximum precision, top quality and innovation. Silhouette International Schmied AG employs around 1,300 people worldwide and has 13 of its own international subsidiaries. Exports account for 95% of production. Its eyewear is available in over 100 countries.
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