Client: A leading e-commerce company
Challenge: To ensure its long term sustainability and relevance, the company needed to distinctively differentiate itself from other e-commerce and online retail sites operating in the region.
Despite having superior products and exclusive product distribution rights, brand recognition was low and the value proposition of the brand was not properly understood by the target audience.
Strategic Intervention: A data-driven approach was adopted to understand the root causes, gaps and opportunities areas. This involved:
1. Internal Audit and External Research – Interviews and focus group sessions with internal stakeholders were conducted to determine internal understanding. An industry wide research was also carried out with special focus on the company’s core stakeholders to glean relevant insights.
2. Brand and Communication Audit – All brand and communication assets were analysed and benchmarked against local and global industry players.
3. Brand Communications Strategy Development – Using the insights from the research and audit phase, a tailored brand communications strategy was developed, which included a segmented stakeholder engagement strategy with clear key messages for different stakeholder groups.
Outcome and Organisational Impact:
1. The company recorded consistent and accurate understanding of the brand value proposition among the target audience.
2. Clear key messaging drove traffic to the company e-commerce website.
3. There was an increase in lead conversions and sales through the implementation of the segmented stakeholder engagement strategy.