A Fortune 500 CPG company seeking to reclaim its competitive positioning for its beauty brand pursued an omnichannel transformation
Situation: A global beauty brand/retailer seeking to reclaim its role of as a category leader wanted to create a transformative DTC retail experience which redefined engagement with its customers, balanced global vs. local influences, and harnessed omnichannel /digital activation to create a customer-centric personalized experience (both online and in stores). This strategic transformation required a complete reinvention of the customer journey and operational overhaul. Multiple teams (store design, customer marketing, digital, operations, and customer experience) across the organization were charged with designing and executing this vision.
BIE provided strategic and program management support across all these initiatives to ensure coordination, and most importantly, the work embodied a strong strategic approach with measurable results.
Approach: BIE led the strategic program management team to oversee the strategy design, development, and implementation. This involved briefing the teams on the coordinated approach and vision, developing master timelines and budgets, aggregating and sharing best practices. The BIE team also provided strategic frameworks and tools to facilitate the design and transformation initiatives. BIE also led workshops to guide the workstream teams in their development work.
Results: The brand delivered a live pilot in which the new transformative omnichannel retail concept could be evaluated and tested across identified KPIs including increased conversion, omnichannel shoppers, and repeat shoppers. The brand was on its way to regaining its role as an innovative player with renewed engagement with its customers.