RetailCo’s consumer-centricity transformation: laying the foundation for top- and bottom-line growth
Consumer Goods / Retail
Consumer Centricity Transformation
Client Context And Challenges
Global RetailCo was facing flat sales despite record investments in product development, marketing, and technology. Operational complexity had skyrocketed, leading to fragmented execution, misaligned messaging across consumer touchpoints, and minimal incremental revenue growth.
Key challenges:
Misalignment of target and actual client base.
Teams operating in silos with disconnected timelines and priorities.
Excessive focus on seasonal product despite 85% of sales coming from carryover items.
Our Approach
Consumer Personas and Strategy: Identified actual consumer base through behavioral analysis and tightened focus to three high-potential personas.
Experience Alignment and Roadmap Development: Co-created consumer journeys with cross-functional teams, yielding a unified three-year roadmap outlining key deliverables.
Go-to-Market Strategy: Created persona-specific product calendars and messaging strategies, shifting focus from market trends to customer-centric assortments.
Content and Communication Strategy: Implemented performance tracking, reduced contact frequency, and tailored communications to improve conversion across all touchpoints, i.e. store windows, ATL campaigns, DTC messaging
Impact We Achieved
Identified significant top- and-bottom line performance areas of opportunity to lead to:
Decreased CAC (Customer Acquisition Cost) and improved marketing ROI.
Increased retention and LTV (Lifetime Value) by aligning offerings to actual customer needs.
Enhanced internal efficiency through clearer project definitions, reduced assortment breadth, faster campaign launches, and increased cross-departmental collaboration.
Increased consumer satisfaction by delivering a cohesive, needs-based experience across all touchpoints.