Global consumer products leader transforms business model to digital-first

THE ABILITY TO CAPTURE, INTERPRET AND QUICKLY RESPOND TO CHANGING CONSUMER BUYING BEHAVIOURS IS ESSENTIAL IN THE CONSUMER PRODUCTS INDUSTRY.

For one multi-billion-dollar global consumer products company, the disruptive influence of the pandemic forced it to rapidly transform its face-to-face business model into a digital-first one across seven major markets.

Previously, the company’s marketing data, technology and operations were siloed and riddled with redundancies and inefficiencies.

Critically, its primary channel to market – a vast independent business operator network – lacked the tools and digital skills to engage customers in an increasingly digital-first consumer market.

OUR BOLD AMBITION

We partnered with the client to apply speed, insight and an actionable plan for transformation. Our teams were tasked to assess and identify the data, analytics, technology platforms, tools, and operating models across seven key markets all operating under the constraints of a global pandemic.

OUR SOLUTION

Working closely with the client’s marketing and IT departments, we applied a virtual, collaborative approach that utilised agile assessment, ideation, and roadmap development across its markets.

We combined our Capability Assessment with deep expertise in MarTech platforms, Data Strategy, Operating Models, and Organizational Design to provide an integrated set of market-level transformation roadmaps, playbooks and value cases.

• First, we consolidated the client’s data and technology platforms and tools to support a centralised services model, with the active involvement of local expertise and activation.
• Second, we aligned the client’s marketing and IT functions to drive greater speed, agility and digital-first knowledge-sharing across its operations.
• Next, we created and launched a number of focused, digital-first test-and-learn initiatives, starting with social commerce.
• Finally, we engaged key marketing and IT leadership across the client’s markets and conducted training to ensure they are equipped with the necessary digital-first strategies and skills needed to bring the new operating model to life.

OUR RESULTS

We identified $100-million in redundant technology and operational cost-savings across the seven markets. The client’s MarTech capabilities were also centralised on Google Cloud Platform and Google Marketing Platform.

In addition, our social commerce playbook and pilot project was deployed across three key markets to build confidence and demonstrate the speed and performance of the new digital-first customer engagement approach.