Digital Transformation of an Iconic FMCG Brand
With a rich heritage spanning over 150 years and a range of products found in virtually every household in Germany, this iconic brand and FMCG (Fast-Moving Consumer Goods) manufacturer sought support from TMRWAssembly to facilitate their holistic digital transformation efforts. Recognizing the need to adapt to the rapidly evolving digital landscape, the company turned to TMRWAssembly for guidance and expertise.
The brand faced several challenges in their digital transformation journey. First, they lacked the necessary digital capabilities, including infrastructure and tools, to effectively compete in the digital marketplace. Second, their traditional marketing processes were fragmented, hindering their ability to engage with consumers on digital platforms and deliver personalized experiences. Third, their e-commerce strategy was inefficient, limiting their ability to reach consumers directly and establish a strong online presence. Lastly, the organization needed to ensure its readiness for digital transformation by aligning internal structures, processes, and workforce with the demands of the digital era.
To address these challenges, TMRWAssembly worked closely with the brand's leadership and developed a comprehensive solution for their digital transformation journey. First, a strategic framework was crafted, encompassing the brand's vision, mission, and Key Performance Indicators (KPIs). This framework ensured that the digitization efforts were aligned with the overall objectives of the brand.
Next, TMRW supported the brand in restructuring its operating model and organizational structure to effectively support digital initiatives. This involved realigning teams, roles, and responsibilities to enhance agility and collaboration. TMRWAssembly facilitated the implementation of advanced digital technologies and tools to streamline operations and enhance customer experiences. This included adopting cutting-edge software, analytics platforms, and automation tools tailored to the brand's specific needs.
In terms of marketing, TMRWAssembly delivered various modules to improve the brand's data-driven marketing processes. These modules included developing a consumer journey approach, implementing a 1st party data strategy, managing a virtual agency network, and building a special interest platform to engage with target audiences effectively. Additionally, TMRWAssembly worked with the brand to formulate a robust e-commerce strategy. This involved developing consumer interfaces, implementing direct-to-consumer (DTC) platforms, and creating a comprehensive e-commerce roadmap to establish a strong online presence and optimize digital sales channels. Throughout the solution implementation, TMRW emphasized a customer-centric approach, ensuring that the organization's capabilities and processes were aligned with the perspective of the customer. By addressing these key areas, the iconic brand successfully embarked on its digital transformation journey, enhancing its digital capabilities, improving marketing processes, and establishing a strong online presence, ultimately ensuring its competitiveness in the digital marketplace.
"TMRWAssembly was the perfect parter to face all of our digital and cultural challenges", CEO
