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Philips uses Adobe to throw off burdens of legacy IT systems

LAS VEGAS -- In existence for more than 100 years, Royal Philips of the Netherlands is well-established, with thousands of products and websites in numerous countries. With longevity, though, comes the burden of history.

Because Philips has a digital presence in more than 60 markets -- including lighting, consumer health and lifestyle products -- it has thousands of SKUs and global websites to support. Using content management to support this digital footprint, given so many legacy IT systems and information, can be burdensome.

Updating product information with new details, pricing or other data could require numerous changes and be a manual process prone to error. So, Philips needed to turn to software to alleviate the burden of managing its website and its product information. It selected Adobe Experience Manager to join its product information management system with its website in order to automatically update pages without reinventing the wheel.

With longevity comes the burden of history.

According to Joost van Dun, manager of global brand, communications and digital at Philips, the content management tool the company used prior to Adobe provided static product information, but little opportunity for customer engagement. It needed to step into the modern era of content marketing by throwing off the burden of legacy IT systems.

"Philips' website was a product portfolio," van Dun said last week at Adobe Summit 2016. "There was demand from the business that they wanted to go to what we would call content marketing -- enriching the experience for customers, with topical content that resonated with why people would want to buy a product."

Staff members at Philips want to be able to create content quickly and efficiently, and to reuse that content in multiple formats. "We needed a platform that is state-of-the art to manage the diversity of content," van Dun said. He also noted that Adobe Experience Manager helps the company be efficient by breaking up content into building blocks that can be called up dynamically and used in multiple ways.

Philips also uses Adobe Analytics to measure how effective its content marketing is at resonating with customers and encouraging new purchases. With Adobe Analytics, the company can also measure the impact of changes. One change to the Buy button on its site, for example, increased purchases by 20%, compared with the company's legacy IT systems.

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