Consultancy case study: consumer electronics

The Challenge

Our client is one of the world’s most renowned and admired consumer electronics companies. They have a highly developed and mature capability in delivering the optimal off-line path to purchase. The challenge was to extend this capability for UK commercial teams to the omnichannel path to purchase. This required commercial teams to understand evolving shopper journeys, ecommerce platforms, evaluating the digital shelf of retail partners and use of data to measure performance and improve marketing investment.

What We Did

Working closely with the Online Director we developed a two day instructor-led workshop to accelerate omnichannel understanding and capabilities for a diverse commercial team of Marketers, Account Managers and Channel Marketing Managers. Cohorts were arranged into functional business units so that the workshop content and exercises could be adapted to specific channel and customer needs. The learning experience was extended by offering UK teams full access to the relevant insight and resources on Econsultancy.com.

The Results

The ‘Selling in an Omnichannel World‘ programme was rolled out to the full UK commercial team during 2018. Results have been extremely positive with the average overall workshop evaluation scores of 4.7 / 5 and 98% of scores rated as ‘very good’ or ‘excellent’. This has been supplemented by positive usage and engagement of online resources on Econsultancy.com.