Digitizing hair care: futureproofing Wella’s consumer & hairdresser channels
Wella is a global Germany-based hair care company and the market leader in the DACH markets. To capture opportunities of the digitizing consumer and hairdresser, Wella asked SparkOptimus to help develop the digital strategy to double down on digital sales and futureproof its B2B and B2C routes-to-market.
SparkOptimus delivered excellent strategic recommendations based on our specific digital challenges. Very clear and pragmatic!
Together with the management team and the digital department, we defined the to-be role of digital for the different players in Wella's routes-to-market, including end-consumers, hair salons, (online) retailers, and wholesalers. This informed us about the priorities to transform into these new roles, such as deeper partnerships with etail pure players, a more data-enabled salesforce, and new POS solutions. We then determined the technological, organizational, and data enablers to make it happen and developed the roadmap and business case to support implementation.
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SparkOptimus co-created the strategy and roll-out plan that resulted in clear priorities for the Wella team and broad endorsement by the Wella management team and the rest of the organization. The strategy was followed by an execution phase in which SparkOptimus co-led various workstreams.
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