Helping an American personal care company become a truly digital business

How can you prepare for the future of e-commerce?

We first met this privately held personal care business as it set a target of supplementing its brick-and-mortar channel revenue with a significant online marketplace business of $100 million a year.

But we soon realized there was much more at stake. By thinking bigger and instead embracing digital across all areas of the organisation they could capture growth opportunities across offline and online channels, while growing overall share and profitability. After all, companies that don’t show up where the consumer is risk irrelevance and stagnation.

We turned the company’s ambition into an actionable strategy

We brought in a senior team combining consumer packaged goods specialists and digital experts with merchandising and retail backgrounds. We helped the client translate their corporate aspiration into an actionable plan. After assessing the organisation’s existing capabilities, we built a robust strategy to transform this legacy brick-and-mortar company into an omnichannel digital business.

The strategy comprises four key areas. First is modernizing the core technology footprint to lay the right foundation. Then comes building digital capabilities such as an intelligent supply chain and marketplace integration to optimise performance in digital channels. The third area is equipping the organisation with the data and insights to delight consumers. And the final area is transforming the organisation's culture and talent to operate as a modern digital business.

Bringing in a senior, experienced team helped achieve great results. Partners and Directors from Baringa worked closely with key client stakeholders to build close relationships and understand their needs. That helped us develop a digital strategy that can take this business to new heights.

We’ve helped build the agility necessary to seize opportunities as they emerge

The robust digital strategy will enable the client to explore innovative sales channels. It’ll help the company achieve its target of generating 30% of revenues from online channels. And most importantly, it’ll help keep this business thriving in the next generation of commerce.

Find out how we help our clients in Consumer Products and Retail