Giant Bicycles UK Enhances Retailer Relations with Canto
Technology Category
- Application Infrastructure & Middleware - Middleware, SDKs & Libraries
- Functional Applications - Enterprise Asset Management Systems (EAM)
Applicable Industries
- Consumer Goods
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Asset Health Management (AHM)
- Asset Lifecycle Management
About The Customer
Giant Bicycles UK is the world's largest bicycle manufacturer, founded in 1972. The company has four pillar brands – Giant Bicycles, Liv, Cadex, and Momentum Biking. Their designs consistently win performance awards, like the TCR Advanced Pro Disc which recently won Road.cc’s 2020-2021 Bike of the Year. The company works with over 300 retailers and a small marketing team. The Digital Content Strategist at Giant Bicycles UK, Ricki Cumberland, is responsible for digital marketing within the UK, encompassing national level marketing, from written and video content creation to website management.
The Challenge
Giant Bicycles UK, the world's largest bicycle manufacturer, was facing a challenge in delivering key assets to over 300 retail partners efficiently. The small marketing team was struggling to automate the process, which would allow retailers to easily browse and download approved brand content. The goal was to create a simple workflow for retailers to access important imagery and product information, thereby making it easier for them to work with Giant Bicycles UK. The company had an extensive retailer list, and ensuring everyone was aligned with products and branding was a significant challenge. The team was relying on Google Drive for digital asset storage, but they needed a better way to maintain consistency for their brand while providing easy access for retailers.
The Solution
Giant Bicycles UK adopted Canto, a media library, to store images, videos, and technical PDFs for each product. The decision to use Canto was influenced by the supportive team, ease of use, and feature options it offered. With Canto's Portals feature, Giant Bicycles UK could deliver brand-approved content in a self-service method. Retailers could enter their account number and download all the assets they needed. The company also created a Portal for media that excluded the pricing and technical sheets in the retailer Portal. The analytics dashboard in Canto allowed the team to see what retailers were accessing and downloading, helping them make data-driven decisions on creating the most useful assets for retailers. Additionally, brand ambassadors could upload their own action photos directly into Giant’s Canto library, ensuring no photos got lost.
Operational Impact
Quantitative Benefit
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