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Contentserv Enterprise Edition Enables Context-ased Communication

Achieve a new dimension of Customer Experience with the CS 16 Enterprise Edition

With the innovative CS 16 EE, companies lay the foundation for a future of innovative context-based communication – even on a regional level for individual branches and regional subsidiaries.

Rohrbach/Ilm, Germany 09.08.2016: On July 15th, 2016, Contentserv, technology-leading software manufacturer for multichannel marketing solutions, released a new and highly-innovative software solution for Context Marketing: the CS 16 Enterprise Edition enables context-based communication, that uses complex analysis data as foundation for individual and regional communication. After the completion of two pilot projects – one with a worldwide leading financial company and the other with one of the world’s largest retail chains – the CS 16 Enterprise Edition went into production, now enhancing Contentserv’s innovative portfolio of smart marketing software solutions. With this solution, your approach to Customer Experience reaches a new dimension!

Colorful and loud is no longer enough

Today’s customers are more demanding than ever before and expect relevant information at the right time and preferably with the right context: Although it was previously sufficient for businesses to distribute colorful flyers with standardized promotions, nowadays it is much more difficult to attract customers to the Point of Sale. The food retail industry has been especially hard hit, because currently here – as well as in the furniture industry – numerous big chain stores and discounters are competing with each other in vying for buyers’ attention. So how can retailers’ set themselves apart from the masses, when being “more colorful” and “louder” are no longer enough? And how can the retail sector set the course for a sustainable and successful customer experience? With the CS16 Enterprise Edition, Contentserv brings a smart solution onto the market.

The subtle difference

The content is what makes the difference. It’s the decisive success factor: because the communicated content must meet the exact needs of the customers – for example a promotion for beer lovers. Promoting at a soccer championship is an easy undertaking, but a colorful promotional flyer alone is not enough to differentiate your brand from the masses. The current time of year also plays a deciding role – for example, a summer promotion for a mini fridge. At best, the action should also consider the regional environment, because for example Bavarians prefer to drink wheat beer in 0.5 liter bottles, while in northern Germany they prefer to toast with dry Pilsner in smaller 0.33 liter bottles. And even then, there are small but subtle differences – each county or state region has its preferred variety of beer. If your promotional flyer is Germany-wide and offers deals on palatable Pilsner, it may only be successful in northern Germany. However, in Bavaria it may be more of a flop.

Therefore, companies that acknowledge or take into account and tailor attractive promotions to regional customer preferences will be one step ahead: with a summery, mini fridge beer promotion including the regionally preferred beer varieties.

Examples of optimum customer communication are far more diverse. Many products like asparagus, Champagne and other gourmet delicatessens are especially seasonal or hold important relevance on holidays.

At the beginning of each month, when wallets are still full, German customers like to buy beef roulades. Alternatively at month-end, cheaper but equally delicious ground beef is a preferred menu item.

During the high season, some products like fresh asparagus can be on promotion each week, unlike coffee or fruit juice which cannot – because as a generally rule, customers typically buy enough of these products at a time to last for the next four weeks.

Data is everything

But how does this information find its way into your promotional flyer? And where does this knowledge even come from, in order to apply it towards promoting the right products, at the right time and for the right target group?

The CS 16 Enterprise Edition by Contentserv connects to Data Warehouse Systems, in order to comprehensively collect the data from receipts, inventory management and digital channels (keyword: Big Data). This data is in turn handed over to an advanced, newest generation Product Information Management (PIM) system.

The collected data is then made available in the Category Manager, for the preparation of various regional promotional flyers – in Variant Management for weekly sales promotions as well as in the Whiteboard for planning of page variants. In Germany, consumers find their rolls at discounted prices: in Berlin, they are called “Schrippen”, while in Munich, they are called “Semmeln”. Don’t worry – because the CS 16 Enterprise Edition gives accurate insight into which unique products are most popularly enjoyed at a certain store at a specific time. By way of intelligent recommendations – so-called affinities – conclusions can be drawn regarding which products are selling particularly well in combination with each other. That way, you can make additional product placements in the flyer – directly next to a regionally varied summer beer promotion, place the appropriate accompanying snacks… asparagus comes with hollandaise sauce, strawberries come with cream and red wine comes with the regionally suited cheese.

In addition, the CS 16 Enterprise Edition offers numerous optional additions for optimizing your business functions including the so-called supplier onboarding, wherein data maintenance can be largely outsourced to suppliers. Rounding out the offer, are the comprehensive Match & Merge functions to not only form “Golden Records” but also to acquire article data from a marketing set.

Another feature that is an added treat is advertising planning, which allows you to make precise distinctions between prices, promotion-specific characteristics such as region, distribution channel, or market when it comes to discount campaigns. Promotions can also be optimally distributed by advertising week or season. The output can be planned editorially (via Whiteboard) or automatically (via Composer) for the print channel as well as for all digital channels.

A special highlight of the new software solution is the fully scalable and flexible IT architecture. It is based on so-called “polyglot data management”: for example, data is stored in an Oracle RAC cluster, but at the same time it is written for read accesses in a variety of optimized databases like Cassandra (Export and Reporting), ElasticSearch (Search), Neo4J or OrientDB (Inheritance & Relationships) or special reporting databases. This not only facilitates the construction of high-performance and highly scalable systems, it also removes all technical obstacles to real-time data delivery.

This is what the future looks like

Context-based print production is just the beginning. As of October 2016, online promotions and discounts can be tailored to individual customer needs and regional customs, for example by means of highly advanced E-Commerce and mobile solutions. That’s not all: Thing big! – other touchpoints will also be supplied with descriptive analysis data, in order to make long-term context-based multichannel communication a reality at all touchpoints.

Future options are increasingly in real-time – so that environmental data such as weather, location (geolocation) or time and devices used can be included in the determination of best offer: A hot chocolate on a cold day, a cool soda on a hot afternoon or a refreshing beer on a lazy summer evening. And finally nothing else is standing in the way of a successful and sustainable Customer Experience.

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