Becoming a more consumer-centric and data-driven organization
Vital Food Group is the owner of Bart’s Retail (Bakker Bart) – a bakery chain with franchises in the high streets across the Netherlands. As more and more consumers prefer to order their food at Bakker Bart for delivery or pick-up, the company asked SparkOptimus to help create a new digital growth strategy to strengthen its omnichannel proposition. The goal of the strategy was to optimize the current digital proposition and to test & scale new digital initiatives, while making sure that each franchise partner contributes to and benefits from the changes.
“In just a short time, SparkOptimus was able to turn our ideas and open questions into a structured and practical approach. They immediately understood the value of our entrepreneurs and created a strategy that leverages our franchise structure and supports the entrepreneurs in doing what they do best.”
Henri FroelingCOO Vital Food Group
In the first phase, we examined the (unaddressed) needs of the consumer and franchisees through individual interviews with entrepreneurs and working sessions with Bart’s Retail MT members. Afterwards, we prioritized the most relevant digital channels and propositions for future growth based on the consumer needs, relevant industry trends and Bakker Bart’s current proposition.
In the second phase, we determined the necessary changes and investments in terms of organization and technology to optimize the current digital proposition and to test & scale new digital initiatives. This included, for example, the creation of a new online team, the implementation of new omnichannel systems, and a budget commitment to open new omnichannel stores and invest in consumer acquisition.
In the final phase, we detailed a roadmap to optimize the current digital proposition and defined the pilot and financing approach to test & scale new digital initiatives.
Vital Food Group now has an aligned digital ambition up until 2025. Furthermore, we helped them create a clear plan and commitment on how to achieve it, differentiating the approach as per; i) the existing store footprint, ii) expansion into new omnichannel-first locations, iii) and new online-only propositions. Now the company has the tools and necessary commitment to further roll out and make follow-up decisions together with its entrepreneurs and shareholders and to keep winning in a market that is going online fast.