Cogetiq – Labels with a twist

Cogetiq has been on the adhesive label market for 20 years, aiming to offer a complete service to facilitate handling of clients’ labels. Ranking among the top 60 companies in France, with a turnover of close to €7M and a workforce of 40 employees, Cogetiq chose DALIM SOFTWARE.

Cogetiq_1Interview with Séverine Wolff, Cogetiq’s CEO, and Marie-José LEAL, Cogetiq’s Prepress Manager, who uses the DALIM TWIST tool on a daily basis.

What were the factors that made you switch over to DALIM TWIST?

Séverine Wolff: We handle a lot of references. As we specialised in the multi-reference management of label ranges, we handle more and more products, with quite frequent renewals, whether it’s due to marketing or regulation issues. We had to cope with an increase in the volume of files to be handled, which made us seek an automated solution. Up to this point, everything was handled manually. We handle approximately 2000 references per month, which means 2000 order lines/month. Some of our clients can have up to 1500 different references for labels, of various types.

What are the fundamental advantages of DALIM SOFTWARE?

S W: We wanted to have maximum automation in order to save time. We also wanted to secure our files to ensure systematic file correction processes, directly through standardisation of the files. However, we could not find solutions adapted to our line of business. That is why, in collaboration with Max-André Carru, from our IT partner Galilée, we developed a specific solution using the DALIM TWIST workflow that corresponds to a «Cogetiq standard». And we continue to refine the tool.

Do you have an example of a specific response?

Cogetiq_2S W: We automated the approval of the print proofs. As we were among the first companies to offer our clients the possibility of validating their proofs online, we also wanted to provide them with an optimal service but in terms of differentiation, this initial solution was not going far enough. Max-André developed a proof standardisation workflow and made it available online, which also involved interfacing DALIM TWIST with our Magento platform.

In practical terms, how does that work?

M-J L: The prepress department includes a label image to a PDF format into the flow, which will then retrieve an xml file from the ERP and merge the two together, which in turn will automatically generate a proof. The xml file adds all the technical data needed to the proof: dimensions, number of colours, winding direction, number of labels per spool, etc.). This proof is then incorporated in another workflow, which will automatically send an email to inform the client, with a link to the online proof. The client will then be able to validate the proof, or decline it and request modifications, or delegate it to a contact person.

How does this functionality fit into Cogetiq’s strategy?

Cogetiq_3S W: We would like to provide our clients with differentiation. Our MyCogetiq portal started offering online proofs in 2012, but then the standardisation came along naturally as we needed to optimise productivity. In a market that has become very competitive, we obviously want to save time and avoid staff increases – as this is what is costly – we need powerful IT tools, whether in prepress or in automated management tools.

In our organisation, the starting point is our ERP, followed by DALIM TWIST and ultimately MyCogetiq.

Having these three systems integrated and updating these strategic tools represents a substantial investment, yet it is essential in terms of time and money.

Can you illustrate your position on this differentiation factor? Which differentiating elements have you set up, aside from the standardisation workflow and the online proofs?

S W: Our starting point was delivery reactivity. In a market where cycles were relatively long, up to 3 to 4 weeks, we offered delivery within 10 to 15 days, which became even shorter as time passed. However, this reactivity extends beyond delivery, into file management and client guidance… We really focused on the service, on being as accommodating as possible. The DALIM TWIST tool strengthens this personalised service, by making the online proofs available on our web portal.

However, we can now see the limitations of this platform – this is why we are contemplating the possibility of escalating with ES.

What added value would you get from ES, as far as personalised service is concerned?

M-J L: What we find interesting in ES, as an added personalised service to the client, is the follow-up platform allowing several collaborators to work on one file, one brand, etc. It is particularly interesting for large accounts that have to manage a lot of references. The reduction of the proof’s file weight is another one of our current concerns. When our clients wish to download it for archiving purposes, the current proof can reach 15 MB; and it seems that ES can improve this, without losing quality.

What do you think about the 3D representation of the label, directly on the product?

S W: This is a marketing strategy that could be interesting to our clients, as soon as the label is designed. We have to consider a label as a strategic element of the product, rather than a «consumable». It is an integrated part of the industrial production. Therefore, the challenge is to position ourselves with the client from the moment that the label is being created, to being able to offer them solutions aligned with their marketing strategy. We believe 3D is an interesting development in terms of providing service and advice.

How do you currently offer this service and this advice, prior to developing the label?

S W: Firstly, through our sales team which is very active in the field. Then, the client who reaches out to us will always find a knowledgeable contact person to advise them depending on the actual manufacturing phase. In spite of our growth, we wanted to keep our initial agility and skilfulness to help clients find exactly what they’re looking for. We definitely want to spare them the cold greeting of: «To reach a certain department, press 1…» where they never seem to get to the right place. We would rather offer human contact … and professionalism, of course!

Have you calculated productivity gains since DALIM TWIST was implemented?

S W: Yes, we have definitely increased our productivity. In the past few years, we grew strongly and
DALIM TWIST has allowed us to carry out this growth by limiting staff hiring, given that we are talking here about tasks that have no added value for the operators or for the company. DALIM TWIST allows prepress operators to refocus on their core businesses, such as client adjustment or corrections. You know, historically, for print shops, the prepress service is very difficult to sell, whereas the time spent on this is very important. Quite often, all, the client wants is to see is the price of the printed label.

Interview conducted by Didier Destabeaux