Case Study: Ecommerce Joint Business Planning Drive Sales

Client Description

• US Consumer Packaged Goods Manufacturer
• Leading  Ecommerce Retailer

Background

• Opportunity to grow sales in ecommerce for the CPG manufacturer
• Fast growing category has even more potential for key retailer
• Both parties must work together to capture the opportunity due to strength of both retailer and manufacturer

Objectives

• Share insights and key findings about growth opportunities , consumer/shopper, sales trends and supply chain.
• Develop common strategies and initiatives with clear action plans and investments.

TPG Approach

• Developed a joint planning process specifically for the ecommerce opportunity
• Provided financial models to help both sides understand profitability issues and supply chain costs
• Conducted online shopalong studies with shoppers to unlock key barriers and triggers to purchase online
• Worked with manufacturer and retailer to share category insights about consumption, segments driving growth and opportunity for innovation
• Reviewed prior marketing events (digital) for ROI and provided recommendations of better investments with input from retailer
• Developed and achieved agreement on the joint business plan, scorecard and key initiatives

Impact/Results

• Improved product assortment
• Triple digit sales growth versus trend
• Improved ROI on marketing
• Custom pack products that are optimized for supply chain
• Other strategic projects  that spun off the core project