Campanie
General Information:
Strategic approach:
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Context Romstal is an established and successful business that operates in 5 markets (Romania, Moldova, Ukraine, Serbia and Bulgaria). The company’s offer includes more than 15.000 products managed by dedicated divisions: Thermo, Hydro, Sanitary, Electrical and Ceramic. Due to Covid-19 pandemic, people are staying home, mobility is decreasing, and offline commerce businesses have been severely affected. At the same time, we see a surging online shopping interest for all major categories. We strongly believe that companies that are able to adapt to the new situation and find ways to stay close to their target audience can be the real winners. Challenge and Objectives Our challenge was to make the most out of the surging online shopping interest. Further on, we wanted to transform challenges into opportunities and opportunities into objectives. Therefore the short-medium term objectives consisted in: A. Increase sales and ensure a smooth transition from offline to online for traditional customers. B. Generate extra revenue from new customers and further loyalize them as Romstal built a flawless ecommerce infrastructure. C. Deal with a wide range of products as Romstal has more than 15.000 products on sale with different acquisition behavior and frequency. D. Increase overall revenue with 25% in 2021 vs. 2020. Approach With a clear understanding of the challenges and objectives we realized that we need a sustainable and predictable platform (way of work) that facilitates the management of the entire portfolio and automatize the exposure, based on user's behavior on propensity to buy. We rely on automation to drive the best results in terms of Sales / Revenue and at the end of the day to easily predict necessary actions in order to reach our objectives. |
Execution:
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