Operations
Running product content as a standing process with a measurable throughput rather than as a seasonal project.
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The catalogue launch checklist
The things that go wrong on a catalogue launch are the same things every time, which means they can be checked. This is the pre-flight list, ordered so that the checks which take days to fix happen before the ones that take minutes.
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Running product content as an operation
Product content is treated as a project when a season launches and as nobody’s job for the rest of the year. That is why the same problems recur every season. Here is what it looks like when it is run as a standing operation instead.
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The product image workflow, shoot to storefront
Between the camera and the product page there are usually seven handoffs, four of them manual, and one queue where everything waits. Most catalogue delays are in that queue, not in the shoot and not in the site.