Digital strategy for an FMCG manufacturer
Developed the digital strategy and transformation plan to enable a global lifestyle consumer goods company to meet ambitious growth aspirations.
Working closely with the client, we shaped a new vision grounded in market, customer and consumer insight and financial analysis, and together went on to define the programme required to deliver the new vision, culminating in a thoroughly-defined implementation roadmap.
Context
The CEO of this global, highly mission-focused FMCG company had ambitious plans for their digital channels: they aspired to double digital’s percentage of sales, as well as to significantly deepen consumer engagement for their family of brands.
We were engaged to give robust definition to that vision, designing plans brand by brand, from strategy through to the detail of making it happen.
Approach
Led by a consultant with deep expertise in ecommerce, our team worked closely with the CEO and their executive team.
We started by defining the “digital vision” for each brand. We conducted competitive benchmarking, customer and consumer research and financial analyses and developed recommendations on detailed initiatives in eCommerce, digital engagement, and product innovation.
In parallel, we developed a detailed roadmap for implementation and worked with the CEO and HRD to outline the organisational changes required to deliver the plan.
Impact
Our recommendations defined a major shift in direction, significantly reprioritising spend across channels, and bringing a new focus to digital innovation.
The client endorsed the plans and embarked on implementation, starting with the organisational changes to enable a successful rollout.