Project Description

Defining Successful Channel Strategy

 Ecommerce & Amazon Performance Strategies

The Challenge

Walk into any big box retail store and walk down the kitchen appliance aisles. How many different coffeemakers, blenders, slow cookers, do you see on the shelf? Now look around and notice how few people are in that same aisle with you. With sales shifting from brick and mortar channels into ecommerce and direct channels, how does an established multi-billion dollar business transform their model?

The Strategy

Gathering key stakeholders, first we had an honest, data-driven conversation about what was happening. The facts painted the picture and got everyone aligned that sales were shifting and action was required. Next, we identified the strengths of each channel – retail, ecommerce and direct to consumer – and developed a strategy to leverage those strengths and deliver differentiation to each, as long as they remain relevant to the shopper. Focusing on the strengths of each channel, provided clear objectives for the strategy.

The Results

Revenue in online channels  has more than doubled in five years.

Endorsements

I would highly recommend Mary Ann for any organization looking to transform and take the next step toward digital transformation.

Rich Lyons , Capgemini

Mary Ann’s expertise, marketing acumen and ability to work hands-on helped foster success— by building cross divisional teams within the organization, validating the multi-channel marketing approach, and providing the long term strategic and product vision.

Bryan Janeczko, Loeb.nyc

Mary Ann was both the visionary and the operating executive who delivered on new growth platforms and future-oriented businesses for the company.

Mike Docherty, NextBig

If you want a no-nonsense approach with a truly forward-thinking consultant, Mary Ann is best in class!

Jessica Bolger, Director Product Insights, Drinkworks (an ABInbev & Keurig JV)

Mary Ann expertly and consistently inspired the team to expand their thinking about the brands and helped guide us on the journey to clearly define ownable foundations for what they stood for, what needs they served and their unrealized potential.

Lisa Cody , Twin-Star International

Mary Ann helped to orchestrate the launch of 26 independent brands, with new creative, on a new e-Commerce platform, in just 9 months – an incredible demonstration of leadership and vision.

Rich Lyons , Capgemini

More Case Studies