Becoming a more consumer-centric and data-driven organization
Shell is taking the next step to become a consumer-centric and data-driven organization. For the Retail Marketing team this translates to an ambition to shift from top-down marketing to more bottom-up, consumer-insights driven marketing. To get there, Shell needed a dot on the horizon for the management to define what good looks like, and a push for the operational teams to start building key digital and data capabilities.
SparkOptimus helped define the key elements our organization needed to take the next step, and worked closely with the teams to transfer key capabilities and open up the mindset to what is possible using digital and data.
We started by mapping the capabilities the organization needed to realize its ambitions, and translated that into a holistic capability build plan. We did this in close collaboration with the management to provide a top-down view, and at the same time started working day to day with the operational teams to design and implement use case experiments to enable 'learning by doing'.
Take the insights with you
In a 9-month journey, we up-skilled capabilities in the organization to ensure the new way of working lives on. The teams will use consumer insights quicker and more frequently to improve marketing and sales returns, building on the potential shown by the use case experiments of increased media effectiveness of 30% and incremental margin of 5%. We also shaped what the marketing organization of the future needs to look like, how departments should work and learn together, and what data is needed to guide decision making. We brought this to life by delivering multiple dashboards that automatically generate full consumer journey KPIs to support different layers in the organization to use data as a competitive advantage.
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In recent years, the energy sector has faced significant disruptions due to the energy crisis and the ongoing transition towards sustainability. Eneco, a leading producer and supplier of natural gas, electricity and heat in the Netherlands, recognized the need to not only adapt to these changing market dynamics but to take the initiative in fostering a shift towards more sustainable consumption behaviours. Their vision was not just to introduce a new product but to catalyze a profound behaviour change that benefits both consumers' wallets and the environment. Driven by a vision to empower consumers with greener, more cost-effective energy choices through dynamic pricing and a broad range of services and products, Eneco partnered with SparkOptimus to kickstart the transformation, set-up and delivery of these innovations.
Budget Thuis is a leading energy and telecom services provider in the Netherlands, committed to providing reliable services at affordable prices. Serving more than a million customers, Budget Thuis holds a prominent position in the industry. Recognizing the substantial potential of Generative AI to enhance internal processes and the customer experience, Budget Thuis faced challenges in realizing its value independently. Therefore, they asked SparkOptimus’ support in identifying and prioritizing company-specific use cases, rapidly testing and proving the value by collaboratively building, testing, and improving MVPs, and designing an organizational setup for long-term, sustainable (Gen) AI innovation.
Henkel Consumer Brands (HCB) offers a wide range of consumer goods, represented by leading and well-known brands such as Persil, Schwarzkopf, and Dial. Committed to sustainability, HCB is transforming its product portfolio by integrating more sustainable solutions. The aim is to empower consumers to make sustainable choices not only in their purchase decisions but also in the usage of the products. To accelerate this journey, HCB collaborated with SparkOptimus to develop a comprehensive approach on shifting consumer behaviors and establishing sustainable choices as the new norm.
Zijerveld (a subsidiary of FrieslandCampina) is one of the largest cheese wholesalers in Europe. Recognizing the vast potential AI can bring to their business, they approached SparkOptimus for a one-week data scan. The scan consisted of identifying and prioritizing potential AI use cases across Zijerveld’s business and creating a first view of business value for selected use cases.
