How we drive ecommerce adoption across the business

Princes Group embeds digital transformation with e.fundamentals

CHALLENGE

Princes Group wanted to enable their sales and marketing teams to drive ecommerce growth collaboratively. For this, Princes wanted to integrate a digital shelf analytics service that empowered divisions to work independently while avoiding duplication and simultaneously build ecommerce capabilities. e.fundamentals helped build the framework delivering actionable category insights and establishing ways of working that increase productivity, allowing Princes to operate more strategically on the digital shelf.

Digital commerce is a key focus. To drive growth strategically, the business pulled together to establish a framework that would build ecommerce adoption across the organisation to help our sales and marketing teams take profitable actions together. Working with e.fundamentals, we received in-depth training and continued support, and now have a service that helps us get the insights we need to accelerate online sales.Alan Eriksen, Marketing Director at Princes Limited

APPROACH

• Identifying which of the ecommerce levers needed urgent attention suggesting key improvement areas Princes could implement across product descriptions, imagery and visibility on retailer’s websites to better match shopper’s search terms. Subsequently, determining how Princes can address the strategic acceleration of their online sales across divisions.
• Establishing a distinct cross-functional framework and ways of working with seven marketers from across five brand divisions elected as super users of the service. This change ensured insights are cascaded and actioned across the relevant sales, marketing and packaging teams. This enabled data insights to be turned into clear actions across teams.
• By setting up super users as the main conduit between Princes and e.fundamentals’ Customer Success team, both parties were able to feedback and implement change faster. For Princes, this offered a direct line of support during the implementation.
• Delivered onboarding training to over forty-five sales and marketing staff with enhanced training for super users to deepen their understanding of the “8 fundamentals framework”. Training was designed and delivered around the fundamentals most relevant to the objectives Princes wanted to achieve.

RESULTS

Princes recognised that in order to accelerate growth online, they needed to establish an internal framework that would drive ecommerce adoption across the business. Bringing in e.fundamentals as their digital shelf analytics provider meant three things: they received the support to build knowledge capabilities essential to driving digital shelf growth and insights on how to influence retailer’s strategies, the help to form a process that supports agility and execution at scale, and assistance to create the infrastructure to align sales and marketing on the necessary actions to build competitive advantage online.