Loblaw’s Playbook on How to Scale Digital Strategy

Transcript

1. © 2021 Contentful
   Loblaw’s Playbook
   How to scale
   digital strategy
   

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2. Please ask
   questions!
   Type your questions into the
   Q&A window of Zoom — we’ll
   answer questions at the end!
   © 2021 Contentful #DigitalFirstSeries
   

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3. © 2021 Contentful
   Meet your panel
   Johanna Hyde
   Senior Manager,
   Product Marketing
   Jerrold Litwinenko
   Director,
   Digital Experience
   Magda Vasinkova
   Senior Product Manager,
   Customer Engagement Solutions
   

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4. © 2021 Contentful
   We are Loblaw
   Top 100
   One of Canada's top
   100 employers
   90% of Canadians
   Live within 10
   kilometers of one of
   our locations
   More than 18 million
   PC OptimumTM
   members
   190,000
   Canadians employed
   in full- and part-time
   positions
   3 million
   PC Financial®
   Mastercard®
   cardholders
   Since 1919, we’ve innovated the grocery retail
   experience to better serve Canadians
   Today, our goal is to be the best in food, health and beauty — to help Canadians Live Life Well®
   

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5. © 2021 Contentful
   Image sources
   LCL Digital asset
   management
   Personalization tools
   Analytics tools Creative tools
   Audience segmentation tools
   Content
   management
   Consumer
   Image source 1
   Image source 2
   Image source 3
   Image source 4
   Image source 5
   Image source 6
   Image source 7
   DAM 1
   DAM 2
   DAM 3
   DAM 4
   DAM 5
   DAM 6
   CMS 1
   CMS 2
   CMS 3
   CMS 4
   CMS 5
   CMS 6
   Vendor 1
   Vendor 2
   Vendor 3
   Vendor 4
   Vendor 5
   Vendor 6
   From complexity...
   

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6. © 2021 Contentful
   Reuse everywhere
   Reuse everywhere
   Reuse everywhere Reuse everywhere
   Reuse everywhere
   Define once
   

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7. © 2021 Contentful
   Early success for
   President's Choice Children’s Charity
   

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8. © 2021 Contentful
   Start small Get to value quickly Pilot in parallel
   Assembling for Scale
   Scale the platform to all use cases
   

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9. © 2021 Contentful
   Create a
   migration plan
   INNOVATION
   POTENTIAL
   How do
   we work
   together?
   GOVERNANCE
   Share
   knowledge,
   open channels
   across
   enterprise
   GUILD
   Look for patterns
   and actively listen
   to cater to user
   needs
   PATTERN
   RECOGNITION
   Establish a
   feedback loop
   Loblaw Playbook for scale
   ITERATION
   

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10. © 2021 Contentful
    Scheduled preview
    

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11. © 2021 Contentful
    Contrast checker
    

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12. © 2021 Contentful
    .... to convergence
    Image sources
    LCL Digital asset
    management
    Personalization tools
    Analytics tools
    Creative tools
    Audience segmentation tools
    Adobe experience
    manager
    Content
    management
    Consumer
    Digital content solution — End state
    PIM Images
    DAM Images
    Internal image database 1
    Internal image database 2
    Internal image database 3
    External image database 1
    Vendor Images
    Print and digital flyer signage
    Multiple digital
    sites
    PCF
    SDM
    e-commerce
    Space planning
    SDM
    Direct mail, social, email
    

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13. © 2021 Contentful
    Agile
    ecommerce
    Global marketing
    & localization
    Agile
    ecommerce
    Knowledge
    base
    Content platform to better inform,
    serve and educate customers
    Converge to scale
    Learn more about use cases
    

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14. © 2021 Contentful
    What we’ve achieved while converging GLOBAL MARKETING & LOCALIZATION
    Value to our teams
    and customers
    Reduced toil for our Creative
    Services and Production teams
    A more consistent, accessible,
    SEO friendly experience for our
    customers
    More stable & modern tech,
    faster web pages
    Agility and flexibility for our
    marketers
    

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15. © 2021 Contentful
    Weekly time spent on banner
    site build (Production):
    • Hybris (old)
    14 hours/1 hour per banner
    • Contentful (new)
    5 hours total
    = 9 hours/week saved!
    (468 hours/year or 19.5 days)
    AGILE ECOMMERCE
    Online grocery team success
    

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16. © 2021 Contentful
    KNOWLEDGE BASE
    PC Bank Learning Hub success
    

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17. © 2021 Contentful
    Loblaw Digital + Contentful
    Digital experiences with
    ‘in progress’ or ‘completed’
    migration to Contentful
    within first 12 months
    49
    ● Rapid adoption and convergence
    ● Increased speed to market with modernized tech stacks
    ● Improved accessibility, consistency and personalization
    ● Built integration to use Contentful for marketing emails
    © 2021 Contentful
    

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18. © 2021 Contentful
    Build a solid
    foundation before
    iteration
    Balance governance
    with autonomy and an
    open forum for
    sharing
    Digital Playbook Takeaways
    Leverage a content
    platform, using
    Contentful for what
    it does best
    

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19. © 2021 Contentful
    Opening the floor for Q&A
    THANK YOU!
    

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