The challenge
Grow ecommerce together,
across every division
Princes Group wanted to enable their sales and marketing teams to drive ecommerce growth collaboratively. They needed a digital shelf analytics service that empowered divisions to work independently while avoiding duplication, and built ecommerce capabilities at the same time.
e.fundamentals helped build the framework, delivering actionable category insights and establishing ways of working that increase productivity, so Princes could operate more strategically on the digital shelf.
Collaborative growth
Sales and marketing acting together
Independent divisions
Without duplicated effort
Ecommerce capability
Built across the organisation
“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.”
The approach
A cross-functional framework,
powered by super users
Seven marketers from five brand divisions became super users and the main conduit to CommerceIQ’s Customer Success team, so both sides could give feedback and implement change faster.
Find the urgent levers
Descriptions, imagery and visibility improved to better match shopper search terms
Cascade through super users
Insights cascaded and actioned across sales, marketing and packaging teams
Train the business
Onboarding for 45+ staff, with enhanced training on the 8 fundamentals for super users
The results
Ecommerce adoption
across the business
Princes gained the knowledge to drive digital shelf growth and influence retailer strategies, a process that supports agility and execution at scale, and the infrastructure to align sales and marketing on the actions that build competitive advantage online.
