Situation
Bugaboo, the famous up-market stroller manufacturer selling into 38 worldwide markets at the time, were still heavily reliant on sales through their retail partner channel. To boost growth in sales they wanted to build their own online sales channel and, hence, needed a strategic plan.
Achievements
Intensive desk and field research
A high-intensity research phase – both desk and field research in some local markets – revealed i.a. stroller market trends, general retail marketing developments, Bugaboo customer characteristics, and the competitive market place.
Developing a worldwide e-commerce strategy
Overall advice was to launch their e-commerce activities with no restrictions without jeopardizing the relationship Bugaboo has with their retail partners (avoid potential channel conflicts). The strategy included a mechanism as a cost-saver for Bugaboo and at the same time reward the retailer for time and effort to generate Bugaboo sales for people eventually ordering their stroller via the Bugaboo e-commerce platform. And it entailed an overall omnichannel marketing approach to position Bugaboo as the leading brand in the high-end stroller market.
Addressing e-commerce functional areas
The plan includes advice with regards to the product portfolio and distribution strategy, pricing strategy, an assumption-based high-over e-commerce platform implementation plan including (roll-out) planning as well as points of interest in supply chain and operations, customer services, ICT and Legal. And a business case including 3 different scenarios.