Digital Transformation, Consumer Products Company Digital First Approach

Background

Before the project the Brand  was a traditional brick and mortar focused business. The North America market was dominated by retailers, including Department stores, specialist retailers, Target and Walmart.  Independent retailers were declining in number, and Amazon was rapidly expanding and growing the category.  Given Tim Maule’s retail background and experience in developing an ecommerce business in the UK  it was essential to the success of the Brand to become Digital First.

Strategy

PEOPLE AND PARTNERS: Tim Maule immediately added a digital team to manage all aspects of the basic WordPress ecommerce site and transform the social engagement. Tim Maule recruited Seattle’s leading Digital agency Efelle, to execute an industry leading ecommerce solution and business rebrand.

VISION: Tim Maule’s Vision was an integrated ecommerce platform that would connect  the ERP system directly to all ecommerce channels, retailers, and marketplaces removing all manual processing of orders, shipping all orders nationally and international within hours of receipt.

EXECUTION: Big Commerce, Feedonomics, and Salsify were selected as customizable platforms to build on. Cutting edge ecommerce leaders including Fusion, YOTPO, Klayvio, ShipperHQ, Bolt, Route and Recharge added to functionality.  Rich content and informative Blogs were added, optimized for organic SEO, delivering page 1 Google ranking in all  product categories.  Paid advertising was optimized delivering a minimum of 8 ROAS. All social channels were seamlessly integrated through the site.  Three industry first purchasing options and customer experience programs were launched.

Outcome

Ecommerce both B2B and B2C and marketplace sales exploded growing by more than 1000% delivering increases in gross margins.

Followers on Instagram grew from 20K to over 200K. At the same time Pinterest, Facebook, Twitter, YouTube, and Tik Tok added thousands more fans. The introduction of marketplaces including Amazon, Walmart, Target, Best Buy, and Meta allowed the brand to execute brand consistency, whilst growing revenues, and guaranteeing nationwide reach when launching new products.

What Difference Did Tim Maule Make?

During this time Tim Maule executed his vision for Digital First demonstrating exceptional leadership, and engagement at the highest levels of multiple ecommerce leaders. Using his retail experience he developed digital first trading strategies.  As Industry leading social media content evolved resulting in the Brand winning a Telly Award for content  he led the transformation, of organic and paid assets.