DS Smith increases efficiency by 30% with Optimizely

DS Smith, a leading packaging company focused on sustainability and innovation, embarked on a digital transformation journey to overcome its traditional B2B structure and enhance user experiences. In our latest edition of 'Customer Confidential', Aja Janezic, DS Smith's Senior Digital & Brand Manager talks about how by adopting Optimizely's suite of tools, including Optimizely Content Managment System, Web Experimentation, and Content Marketing Platform, DS Smith improved internal collaboration, streamlined content processes, and drove data-led decision-making.

DS Smith's Digital Journey with Optimizely

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Aja has worked at DS Smith for 10 years, starting in acquisitions and branding, now leading digital strategy across 33 markets.
She has been using Optimizely for as long as she’s been with the company.
DS Smith’s growth through acquisitions means managing different business units with varied digital needs.

Leading the charge in sustainable packaging

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DS Smith is a leading F100 business focused on sustainable packaging, with a mission to redefine packaging for a changing world.
Sustainability is central to their business, aiming to be a leader in the circular economy.
The company produces 15 billion boxes annually, serving global companies like Amazon.
As a B2B manufacturer, DS Smith is adapting to digital changes to stay competitive and keep up with external shifts, such as upcoming legislation banning plastic packaging by 2030.

Overcoming digital challenges

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DS Smith faces challenges with digital maturity, as the company is traditionally B2B and not initially focused on digital-first experiences.
Despite being B2B, DS Smith believes their digital experiences should be as personalized as B2C experiences (like Spotify or Amazon).
The company has a large, complex structure with many teams and business areas, which makes digital integration difficult.
The goal is to create a unified digital vision, align teams around it, and prioritize objectives based on business goals to demonstrate the value of digital efforts.

DS Smith's tech evolution

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DS Smith has used Optimizely Content Management System for over 10 years, recently upgrading to version 12 for better performance.
They shifted towards experimentation with Optimizely Web Experimentation to improve user experience and focus on data-driven decisions.
DS Smith integrated Optimizely's Content Marketing Platform to unify content management across departments and improve collaboration.

Improving efficiency

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DS Smith faced inefficiencies with content planning, using spreadsheets and random support requests. Optimizely Content Marketing Platform centralizes and organizes workflows.
Teams struggled with tracking content status; Optimizely Content Marketing Platform improves transparency and enables better teamwork across departments.
Before implementing Optimizely Content Marketing Platform, 75% of time was spent on content planning. With the CMP, they estimate a 30% increase in efficiency, saving about 38 days per person annually.

Breaking down silos

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Optimizely Content Marketing Platform helped integrate different teams (PR, media, internal comms) beyond marketing, allowing everyone to work towards common goals.
Teams can see each other's calendars, helping to distribute tasks more effectively and avoid overloading any one team.
The CMP allows teams to spot opportunities for cross-functional work, making it easier to utilize expertise and improve output.

Data-driven decisions: embracing Web Experimentation

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There is advocacy for experimentation. Decisions are based on data, not opinions, especially for website changes.
Experimentation saves time and money by testing ideas before full implementation.
Testing strategies improves user experience and boosts engagement.
Quick wins helped gain support for experimentation from senior leadership.
A focus on practical, relevant data to demonstrate value, and statistical relevance, not just statistical significance.

Transforming DS Smith's culture with AB Testing: a focus on user experience

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The company is still adapting to the culture of experimentation, with progress being gradual.
Running experiments across different business areas helps show the impact, especially on user experiences and ROI.
DS Smith tested improvements for job seekers, resulting in a 40% increase in website traffic and a 44% increase in job applications.
The company recognizes that improving non-revenue areas, like recruitment, can lead to long-term value.

Ensuring scalability and adaptability

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DS Smith uses workflows to plan and track experiments with templates and blueprints.
DS Smith focuses on investing in tools that can grow with the business over time, avoiding the need to frequently switch platforms.
By choosing Optimizely, DS Smith can start with essential features and gradually scale up the tools as the organization matures, ensuring long-term value.

The importance of a unified vision

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DS Smith emphasizes the importance of having a clear, common vision to align teams and ensure everyone works toward the same goals.
Setting a single vision upfront helps maintain focus and ensures that all objectives support the business's long-term goals.
Clear direction and objectives are key to future-proofing the organization’s trajectory and ensuring sustained success.

Conclusion:
Optimizely has enabled DS Smith to break down silos between teams, enhance content management efficiency, and scale its digital operations in alignment with its long-term vision. With a commitment to continuous improvement and scalability, DS Smith's collaboration with Optimizely has positioned the company for ongoing success in the evolving digital landscape.

Industry

Manufacturing and distribution

Products used