Customer case: Digital strategy & professional development
Nordic leading grocery store
The client is one of the market leading companies in the food and grocery business in the Nordic countries. The organisation has a large in-house agency that serves over a thousand stores with concepts for both communication and activation. However, each store is free to choose a digital agency on the open market. As part of creating a strong competitive offer, Vekst was contacted with the goal of creating a cost-effective, scalable and automated structure for digital advertising.
Background
An educational program was initiated with a focus on increasing the understanding of data-driven marketing within the sales organisation. Vekst created a new structure for automated digital advertising for local merchants but also processes for implementing and operating this in the internal marketing structure.
Main challenges
The client's business is run by hundreds of entrepreneurs, each with their own strong will and all highly sensitive to costs.
The in-house agency has a broad mission and is in the middle of a digital transformation.
Automation and scalable solutions require investments, expertise and well-specified processes and routines.
The result
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500% increase in number of stores selecting the internal agency for digital services and now over 90% of all stores are provided with a digital offer.
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The new structure for search engine advertising resulted in a 40% higher CTR and a 30% improvement of CPC levels.
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The in-house agency has increased its competitiveness as a digital communications agency and has created a business model that ensures a sound and continuous development.
Head of Channel Development
“The collaboration with Vekst has made it possible to set up scalable core processes for delivering business value to the 1300 stores we support. As a partner, Vekst has challenged the inside out perspective and thereby enabled both a strategic and operational change process with increased sales for the ICA stores throughout Sweden as a result.”
Key success factors
Long-term commitment
The client's long-term commitment to the transformation process has been a key factor behind the success. In this case, the long-term perspective gave the external stakeholders, such as Vekst, and the organization itself time to develop and implement sustainable solutions for both organization, processes and technical platforms.
Team integration
For a transformation process to be successful, complete understanding of the dynamics of the client organization is key. The close collaboration between the client and Vekst led to insights and conclusions that were crucial for the successful outcome of the project.
User focus
The design process and roll out of the new services to the store network was done with continuous interaction with store representatives. Understanding the needs and preferences of the customer may seem obvious, but is also something that is often overseen in internal projects in larger corporations.