The upgraded searchability of product images stored in DAM helps customers navigate the Web site more efficiently, Opiekun says. Each image is coded with keywords. If distributors type in “eyewear,” for instance, they get a filtered results page with protective eyewear products to browse. Then they can download any image onto their desktops. “There’s nothing worse than having the image on the site and the distributor can’t find it,” Opiekun says.
Generally, the faster a catalog gets in the mailstream and delivered, the more successful that catalog will be. DAM does just that for Sperian Protection and its distributors, Sheeran says. Those distributors are then able to get their new products into the market before their competitors with less lead time, he adds.
While Sperian Protection typically produces one industrial safety group master catalog each year, the distributors who purchase from it create catalogs of their own.
Sperian also holds licensing contracts with Harley-Davidson and Stanley Tool. These groups also have their own catalogs, so there’s always a need for product image downloads, Opiekun says.
Recent analysis of Sperian’s DAM Web site supports his claim. Last April, the DAM site saw 12,500 product image downloads, a benchmark for the company.