Challenge:

The eCommerce market is growing rapidly. The purchasing behavior is changing towards online and a strong brand isn’t sufficient to stand out from the competition. Companies need a unique value proposition and deliver customer experience. We helped our customer, a global fast-moving consumer goods company, to develop a new strategic sales concept for the direct to consumer (D2C) initiative.

Approach:

We knew that the best way to develop a coherent D2C positioning is to know your customers. That is why we started to analyze the demands of the market, the benchmarks of the competitors and to outline a comprehensive Customer Relationship Approach. Based on our findings, we defined the value proposition for shopping in the brand’s ecosystem and visualized selected brand customer journeys. Those results were implemented into a workshop for the top-management.

Key results:

The newly acquired knowledge helped our customer to design a D2C sales strategy and to create new sales processes. The project's resulting positioning document captures a clear D2C positioning, as well as the best product presentation which results in a maximum customer experience. Our team also achieved a boost in the Customer Relationship Management (CRM) process by focusing on personalized offers and content based on transaction data.