BUILDING THE RIGHT E-COMMERCE FOUNDATION AND GO-TO-MARKET CAPABILITIES FOR OMNI-CHANNEL GROWTH
A leading global FMCG company ensures consumers have a consistent branded experience across touchpoints by building a robust .com strategy and content management system for retailers.
A leading global FMCG company was failing in the .com space with market shares online far below their brick-and-mortar performance. Leveraging a deep understanding of the customer decision journey - from how they evaluate products to how they interact with brands - with retailer digital priorities and operational requirements, the MPG team developed an efficient internal customer development content management process to best meet retailers' e-commerce content requirements and help them to more effectively drive brand awareness and loyalty across the portfolio.
MPG began by conducting a comprehensive, cross-functional internal review of the current process, assessing gaps versus customer e-commerce needs and identifying ways to drive efficiency and ownership across the client team. Leveraging our knowledge of industry e-commerce best practices, the MPG team worked with the client team and agency resources to deliver an elevated omni-channel strategy. Specifically, MPG:
Developed the U.S. product information management process and workflow in 60 days, including metrics and a digital scorecard for tracking performance to goals
Led the content creation and SEO optimization for 600+ SKUs
Trained 50% of the U.S. brand management team on Enhanced eRetail Content Best Practices
Led the creation of 20 branded workspaces on their web content platform
Proposed structural recommendations for the new U.S. eCommerce Center of Excellence