Digital Asset Management (DAM) for retail, ecommerce and manufacturers:
Company: Giant Bicycles
Industry: Cycling, sporting goods, retail and ecommerce
Brands: Giant, Liv, CADEX and Momentum
Use case: Product launches, retail asset distribution, ecommerce and marketing content
TL;DR
Giant Bicycles uses Stockpress to manage and distribute product imagery, video, social content and other digital assets across its ecommerce operation and extensive retail network. After previously using Canto and Lingo, Giant needed a DAM that could combine substantial storage with unlimited users, individual logins and greater control over confidential product launch content.
Stockpress gives Giant a central, searchable environment where retailers can securely access the assets they need, while integrations such as Box make it faster for the marketing team to bring global content into the platform.
The result is a more structured product launch workflow, easier content discovery, and a platform Giant can make available to hundreds of retail locations without adding per-user costs.
About Giant Bicycles
Giant Bicycles is a global cycling brand originating in Taiwan.
Its portfolio includes Giant, Liv, its women-focused cycling brand, CADEX for high-end cycling components, and lifestyle e-bike brand Momentum.
For Giant’s marketing team, digital content has to work across both ecommerce and a large physical retail network. Product imagery, video, PDFs and social media assets need to move from the central team to retailers so stores can support campaigns and product launches consistently.
That becomes particularly important when new products are subject to strict launch embargoes.
The challenge:
Before Stockpress, Giant had already used Digital Asset Management platforms including Canto and Lingo.
Canto provided DAM functionality, but rising costs became increasingly difficult to justify.
Giant subsequently moved to Lingo as a lower-cost interim solution. But that introduced another challenge: user limitations.
Rather than providing every retailer with an individual account, much of Giant’s content had to be distributed using public links.
That was particularly problematic around confidential product launches.
Giant often needs to provide its retail network with imagery, video and campaign materials ahead of an official launch so stores are ready to promote a product as soon as an embargo lifts.
With publicly accessible links, the team had to be more cautious about releasing those assets in advance.
“We have a lot of products under embargo. When we wanted to go live, we wanted to send the information to our retail network beforehand and then all shout about it together.”
– Max, Growth Marketing Lead, Giant Bicycles
For Giant, the issue was not simply storing files.
It was giving a large network of people access to the right content while maintaining control over who could see it.
The solution:
When Max began researching Giant’s next DAM platform, two requirements immediately stood out: storage and users.
Giant manages a large volume of content across multiple brands and product ranges, while its retail network includes hundreds of stores.
Stockpress’s unlimited user model immediately caught Max’s attention.
“When I came across Stockpress, I was immediately drawn because it said unlimited users, and I was like, ‘Okay, what’s the catch?'”
As he explored the platform further, the combination of functionality, storage, cost and ease of use made Stockpress stand out.
It meant Giant could give individual retailers their own access rather than relying on a public content repository.
That provided more confidence when sharing embargoed product assets and created a more structured way to prepare the retail network for launches.
Search and AI functionality were also important.
Rather than expecting every retailer to understand how Giant’s internal content structure works, the team wanted users to be able to enter a keyword, search naturally and find the content they needed for themselves.
Results:
With Stockpress in place, Giant Bicycles now benefits from:
- Individual access across a large retail network: Retailers can have their own Stockpress logins rather than relying on publicly accessible asset links.
- Greater confidence around embargoed product launches: Giant can make launch content available to authorized retailers ahead of release while maintaining greater control over access.
- Unlimited users without per-seat pricing: The DAM can scale across a retail network of hundreds of stores without user limits becoming a barrier.
- Faster asset migration through Box: Global content already stored in Box can move directly into Stockpress without the team having to download and re-upload every asset manually.
- A fast implementation: Giant was able to put its new content environment together within approximately a week.
- AI-assisted organization and discovery: AI tagging helps Giant make imagery and video easier for retailers to discover without creating duplicate copies of assets.
- Multiple ways to access the same content: Assets can be organized into detailed launch structures while also being surfaced through other Collections based on content type or retailer need.
- Better insight into content demand: Analytics show Giant what retailers are searching for and downloading, giving the team more visibility into content interest and emerging trends.
- A more coordinated launch workflow: Retailers can access campaign assets in advance and support products together as launches go live.
Q&A with Max
Interviewee: Max, Growth Marketing Lead, Giant Bicycles
Interviewer: Veronica Sierra, Stockpress
Introduction
For retail and ecommerce brands, product content has to move beyond the central marketing team.
Images, videos, social media assets and campaign materials need to reach stores, retailers and other partners quickly, while teams still need control over who can access confidential or embargoed content.
At Giant Bicycles, that challenge is amplified by a large retail network and multiple cycling brands.
In this conversation, Max, Growth Marketing Lead at Giant Bicycles, shares why the team moved from Canto and Lingo to Stockpress, and how unlimited users, individual logins, AI tagging and Box integration have changed the way Giant manages product launches and retail content.
“We have a huge retail network.”
Veronica Sierra, Stockpress: Can you briefly describe your role and responsibilities within Giant Bicycles?
Max, Giant Bicycles: I’m the Growth Marketing Lead, so I look after all the ecommerce.
Giant is a global Taiwanese cycling brand with a number of countries around the world stocking our products.
We have four different brands: Giant; Liv, which is our female brand; CADEX, which is our high-end parts and components brand; and Momentum, which is our lifestyle e-bike brand.
Within my role, I look after pretty much anything web-related, as well as Google Ads and email marketing, so it’s quite a broad role.
“Images, videos, PDFs and anything formatted for social media.”
Veronica: What kind of content or digital assets do you regularly manage?
Max: While we’re a brand and look after ecommerce, we also have a huge retail network.
We manage images and videos for the website and distribute those to retailers as well, alongside PDFs and content formatted for social media.
Those are the sorts of assets we’re regularly working with.
“The biggest challenge with Canto was the cost.”
Veronica: What systems had you used previously, and what were the biggest challenges?
Max: We initially used Canto for a few years and then moved to Lingo for around a year as a temporary solution while we found our long-term platform.
The biggest challenge with Canto was primarily cost. The increase in cost was becoming too much for us.
Lingo was lower cost, but there were limitations around the number of users we could have.
We effectively had admins and then a public platform, whereas we wanted something more secure where users could have their own individual logins.
That’s really important when we’re launching new products because we don’t want anyone who happens to get hold of a link to have access.
“We have key launches that are embargoed.”
Veronica: How did that affect the way your team worked?
Max: Product launches are a big part of it.
We have key launches that are under strict embargoes where we’re not allowed to speak about the products until they’re officially launched.
At the same time, we want to drip-feed information to our retail network beforehand so they’re aware of what’s happening and have the assets they need to launch when we go live.
That way everybody can shout about the product at the same time.
When that was based around a public link, we were always a little bit on the back foot about whether we should publish those assets beforehand because of the risk of something leaking.
Now that everybody accessing the content has their own login, we’ve got more confidence and more structure around our product launches.
“We wanted users to be able to figure things out for themselves.”
Veronica: What were you hoping to improve with a new DAM?
Max: Functionality was important.
Features such as AI search were a big thing for us because, when somebody is new to a platform, you want it to be clear what they can actually do.
If there’s a search bar, people naturally type something into it.
Being able to put in a keyword, find that information and figure things out for themselves is really useful.
“Unlimited users immediately drew me in.”
Veronica: What initially drew you to Stockpress?
Max: Storage and unlimited users.
Those were two of the key things we were looking for.
We wanted to be able to support a huge number of users, and we needed substantial storage because we have a lot of different products and a lot of assets.
I’d been researching for quite a while because I wanted to make sure the platform was right.
When I came across Stockpress, I was immediately drawn because it said unlimited users. I remember thinking, “Okay, what’s the catch?”
Then I went further down the list and thought, “There are a lot of good features here, and it’s low cost.”
After seeing the whole platform, I thought it was definitely something I could see us using going forward.
The simplicity of it was important too.
“The Box integration made the whole onboarding process so fast.”
Veronica: What was the onboarding process like?
Max: The onboarding process was fairly simple.
Something that was specifically great for us was the Box integration.
A lot of the assets we receive from our global team are originally stored in Box. With other platforms, we’d essentially have to download those assets and then upload them again.
Because Stockpress integrates with Box, it made the whole onboarding process so fast.
We put the new environment together within about a week when we’d usually be talking about a much longer timeframe.
The integrations have been really key for saving us time.
“Little things we’ve asked for have been really simple to update.”
Veronica: How has your experience been with the Stockpress team?
Max: The experience has been great.
Whenever I’ve had a question, I’ve been able to get an answer.
We’ve asked about things like bulk-adding users, and we’ve wanted to change the homepage retailers see when they sign in so the key information is all in the right place for them.
Those kinds of little changes have been really simple.
We’ve been really appreciative of that.
“Our workflow has changed significantly around product launches.”
Veronica: How has Stockpress changed the way your team works?
Max: Our workflow has changed significantly, specifically around product launches.
We have a huge retail network, and being able to provide retailers with imagery, videos and other assets through Stockpress gives us a much more targeted approach.
Everybody can access what they need and then shout about the products at the same time.
That creates a lot more momentum around a launch.
“AI tagging means we can bring everything together without uploading it again.”
Veronica: Which Stockpress features do you value most?
Max: AI tagging is a really cool feature.
We’ve structured our Stockpress workspace around launch books, then year, product or bicycle category, individual products, and then things like imagery and video.
But we didn’t want the platform to be one-dimensional.
If somebody from our retail network only wants a video, we want them to be able to go straight to videos rather than having to understand that whole structure.
We’ve created Collections that bring videos together through tagging.
It means we can present content in multiple different ways without having to re-upload it.
Whether somebody wants a lifestyle image for something they have in store or a video they want to put on social media, it’s easy to search for and find.
“Analytics help us see what people are interested in.”
Veronica: Are there other features that have been particularly useful?
Max: The analytics side is great.
Seeing what people are actually searching for and downloading allows us to understand what they’re interested in and where trends are coming from.
We can see what people outside our immediate team are doing as well, which helps us understand what’s trending within our market.
“For a fast-paced brand with a lot of assets, Stockpress ticks all the boxes.”
Veronica: If you were recommending Stockpress to somebody like you, what would you say?
Max: If you’re after a platform that has a lot of functionality, is affordable, has unlimited users and can accept multiple file formats, it’s a no-brainer.
It’s really simple to use.
I think it’s particularly well suited to brands like ours operating in a fast-paced environment where launches can happen very quickly.
Being able to upload assets somewhere and make them available for other people to use is crucial.
Stockpress ticks all the boxes for us.
“It’s perfect for brands with a retail network.”
Veronica: What type of teams do you think Stockpress is best suited to?
Max: Brands like ours with a retail network.
Businesses that aren’t one-dimensional and need to send their assets to other people to use.
Our sales don’t only come through our ecommerce website. The in-store experience is an important part of the business as well.
Being able to provide stores with video assets, social assets and things to display in store is crucial.
“Other platforms always came with a cost based on the number of users.”
Veronica: Why does Stockpress fit Giant’s needs better than other DAM platforms you’ve used?
Max: With other platforms, there was always a cost associated with the number of users you could have.
We have a retail network of hundreds of stores, so it’s important that we can send them an individual login.
We didn’t want to rely on a public link or public platform because some of our information can be confidential, particularly around product launches.
We needed a platform that could support that number of users.
The functionality is great too, particularly the way AI is used for searching and tagging.
There are a lot of shortcuts within the platform that are beneficial not just for us, but for the people actually using it.
“Functional, compatible and incredibly easy to use.”
Veronica: If you could describe Stockpress in three words, what would they be?
Max: Functional.
Compatible, because of the different platforms such as Box that it integrates with.
And incredibly easy to use.
What This Means for Retail and Ecommerce Brands Managing Product Content
Max’s experience reflects a common challenge for brands distributing marketing content across large retail or partner networks:
- Product launch assets need to reach retailers before an official launch.
- Some content may be confidential or subject to an embargo.
- Retailers need to find imagery, video and social assets themselves.
- Hundreds of users may need access to the same DAM.
- Per-user pricing can make broad access expensive.
- Assets may already live in other storage platforms such as Box.
- Marketing teams need visibility into what content retailers are searching for and downloading.
For Giant Bicycles, Stockpress offered a more scalable way to work:
- Unlimited users without per-seat pricing.
- Individual retailer logins rather than relying on public links.
- A central place for imagery, video, social content and product launch assets.
- AI functionality that helps make content easier to organize and find.
- Box integration that reduces manual downloading and re-uploading of content.
- Analytics that provide insight into what retailers are searching for and downloading.
Most importantly, Stockpress helped Giant move from managing access around the limitations of its DAM to creating a content environment designed around the way its retail network actually works.
“Stockpress ticks all the boxes for us.”
For Giant Bicycles, Digital Asset Management is not just about keeping product files organized.
It is about making imagery, video and marketing content available to the people responsible for taking a product to market, while maintaining greater control over when and how that content is accessed.
By moving to Stockpress, Giant created a more scalable way to give its retail network access to content, support embargoed product launches and make assets easier to discover.
“For brands like ours, especially in a fast-paced working environment where launches can happen so fast, being able to upload assets somewhere for other people to use is crucial. Stockpress ticks all the boxes for us.”
– Max, Growth Marketing Lead, Giant Bicycles
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