Avery’s Digital Transformation – New Products, New Technology [David Maxson]

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Avery is transforming itself into a digitally focused consumer experience company. Faced with distribution channel upheaval, rising pure-play competitors and Amazon Basics launching labels, Avery set out to re-invent its digital experience as a source of competitive advantage. Follow along as Avery defines a new consumer experience vision that it uses to drive technology selections, new product category launches and personalization.

Tecnología

Avery’s Digital Transformation
David Maxson
Senior Director Digital Marketing
Senior Director Decision Sciences

Avery founded in 1935 by Stan Avery
“Avery provides world-leading software solutions that help
small businesses and consumers digitally print labels, tags,
dividers, badges and specialty card products from
avery.com.”
- CCL 2017 Annual Report

2007: Avery.com exists to download templates

The “Circus Tent” was a global look and feel – needing a change

● 2007: Redesign begins with focus on template download journey
● Forced to use EXISTING technology of Vignette and Endeca….

● Millions of PDFs generated per month
● Billions of Consumer Interactions each year
VS

US Marketplace Dynamics
• Office Super Stores shutting doors, shrinking footprint, emphasizing
non-Office Supplies categories and pushing consumers to “endless
aisle” kiosk in stores
• Pushes consumers to a search first behavior that emphasizes
Google-level search results/paid search
• Rise of pure-play online label sellers with low cost of entry and no
channel conflicts
• New business ventures increasingly expect direct sales capabilities at
launch as a market making capability

14
Avery.com Redesign Objectives
• Market competitive Direct to Consumer capabilities for
products and services
• Tailored consumer experiences by audience
• Compelling mobile consumer experiences
• Integration of Avery’s Design Tools throughout consumer
journeys
• Data driven targeting capabilities for content and
promotional offers

Site Development Approach
User Experience Design Deliverables
• Interaction Concepts & Navigation Framework
• Screen Flows
• Wireframes
Technical Toolset
Selection
Technical &
Functional
Specifications
Visual & Interactive
Design
Content Creation Build
Iterate

AveryPersonas Olivia
the Office Worker
Work Home
Julie
the Jam Maker
Heidi
the Hybrid Mom
Personal | DIYSMB| DIY - SheetsOffice Worker|
DIY
Edutec
h for
Teach
ers
Ian
the Industrial Worker
Industrial| DIY

UX Design Drives Technology Selection
● Scripted demo to demonstrate ability to deliver product page UX without
breaking upgrade path of application

So what?
● Increased services conversion rate by 80% and AOV by 20%
● Increased packaged goods sales by 60%
● Increased email subscription rate by 50%
● New Category Launched within 6 months

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