As E-commerce in the food sector increasingly gained importance, Unilever wanted to take the lead in building joint business with their key retail partner Ahold. They also felt that they could better leverage their digital investments from the marketing side by linking them to sales. With limited prior experience in E-commerce sales, they felt they had to increase their E-commerce expertise and adopt a new digital way of working.
What they wanted
What we did
SparkOptimus introduced digital category management best practices to a joint Unilever-Ahold team. We identified digital business building initiatives and separated quick wins for fast implementation from strategic initiatives for Ahold’s development roadmap. We set up a joint scorecard and omni-channel commercial calendar, to leverage big marketing investments for E-commerce business building. Furthermore, to continually improve, we set up a new high frequency test-and-learn way of working. We developed category plans both for B2C and B2B Ahold’s E-commerce businesses.
What we achieved
Unilever quickly became the number one learn-and development-partner for Ahold’s E-commerce business ambitions. The Unilever team made a jump-start in E-commerce and could rapidly integrate this knowledge into their organization.
What they said
“SparkOptimus helped us to get instant traction in our E-commerce learning and business building. They have digital expertise, but – more importantly – they know how to use it in real life business settings.”
– Eelco Ockers, Customer Development Director Unilever Benelux