Omnichannel Go-To-Market strategy and growth plan
Rapid market penetration thanks to global platform and omnichannel strategy
Approach
Launch and scale a new product line
The client aimed to launch a new product line (vape devices) through an omni-channel go-to-market approach leveraging its retail network. A global platform with an omnichannel player approach was introduced; and in order to rollout to markets with high speed, the platform operated with globally standardized rollout solutions with high individualization options to local markets.
Solution
Set-up strategy and launch pad
Set-Up of a scalable foundation and launch pad to drive market penetration (offline):
- Strategy definition, including customer acquisition and retention action plan
- Touchpoint and promotion measures for different PoS
- Improvement of multi-channel customer experience throughout the entire sales & marketing funnel
- Setup of test, measure and learn cycle
Outcome
Outperforming market penetration
The client outperformed its initial goals regarding market penetration of the new product:
- Product launch was completed as planned and outperformed the initial goals of desired devices sold and customer contacts acquired
- Go-to-market strategy was launched throughout all major offline retail channels (gas stations, tobacco specialists, vape stores, etc.)
- Market share
- from zero to 8% within three months