Modernizing eCommerce for a
Category Leader

Situation

My retail client had severely under-invested in eCommerce, with 90% of its capabilities lagging behind competitors. It was rapidly losing market share in digital channels. The Chief Digital Officer (CDO) needed to persuade the board of directors of the urgent need for a substantial investment.

Insights & Action

I was brought on to lead teams assessing my client’s current state, designing a future solution, modeling MROI, and producing transformation roadmaps. However, I immediately understood the crucial importance of supporting the CDO during board engagement. I, therefore, directed my teams to build clear yet adaptable deliverables that could accommodate CDO feedback, engaged a small team of creative strategists to consult on our persuasive messaging strategy, and invested significant time and energy in building a trust-based relationship with the CDO.

Results

With our support, the CDO secured a $50 million investment from the board over the next three years. This investment resulted in an annual revenue increase of $200 million, solidifying the retailer's position as a leader in their category.