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Use case

PROPELLING A DIRECT-TO-CONSUMER STRATEGY FOR A MAJOR FOOTWEAR BRAND
CUSTOMER PROFILE:
  • Industry: Consumer Goods – Apparel, Sportswear & Accessories
  • Product portfolio: Footwear and apparel
  • Headquarters: Germany
  • Brand presence: Global presence in 120+ countries
  • Employees: 14,000+
CHALLENGES
  • Lacked data analytics skills
  • Operations faced bottlenecks
  • Could not keep up with competitors with a strong DTC business
  • Had limited omnichannel capabilities, particularly in outlet stores
  • Frustrated that the manual review rate of its payments and fraud platform was higher than the vendor’s other clients
OBJECTIVES
  • Audit its ecommerce business, strategies and organizational structure to optimize and meet ecommerce objectives
  • Needed to account for issues such as low store/web assortment overlap, small stores with low payroll models, inventory inaccuracy and pricing variations between web and store
SOLUTION
  • Assessed CX, merchandising, marketing, digital content management, technology, operations and P&L for the company’s NA ecommerce business
  • Outlined the state of the business and evaluated against best practices and competitors
  • Conducted store visits and a review of warehouses, freight, POS, store ops and pricing
  • Outlined omnichannel opportunities and identified gaps in implementation
  • Estimated cost/benefit to business and prioritized opportunities (technology, process and people)
  • Defined technology requirements for a fraud and payments solution
  • Conducted a vendor selection with demos and interviews
  • Produced a detailed business case outlining the potential advantages of switching to a new payments/fraud technology vendor
RESULTS

The company now has an actionable implementation plan with milestones and recommended strategies to keep pace with competitors, including:

  • Key drivers for change to focus on to achieve growth goals
  • New ways to leverage existing systems to transform the site experience from transactional to more personal and experiential
  • A strategy to more effectively and efficiently use regional distribution centers to fulfill orders to optimize fulfillment
  • A roadmap combining existing technology with new tools to enable key omnichannel use cases
  • An omnichannel plan, including rationalized and prioritized opportunities
  • A recommended selection for payments and fraud technology that would significantly save on credit card processing costs and increase sales revenue
THIS SOLUTION MAY BE RIGHT FOR YOU IF YOU:
  • Want to audit your ecommerce business
  • Would like to improve your DTC business
  • Are looking to optimize your omnichannel capabilities
  • Need help selecting ecommerce technologies or vendors
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