Building an adaptive and self-learning e-commerce organization
Wella is a Germany-based hair care company and market leader in DACH markets, generating over $200M revenues. After jointly shaping the Digital Ecosystem vision, strategy, and 3-year plan (as described in our other case), Wella asked us to assist in kickstarting the implementation of its digital transformation.
You significantly moved the needle and took away barriers, really helping to drive our digital transformation.
Joerg Thomas ZeigerBusiness Leader Professional Beauty DACH, Wella
We jointly set up the Digital Acceleration program consisting of 9 workstreams to drive the company-wide transformation, of which SparkOptimus co-led 2 and acted as a sparring partner to the PMO. We helped to build stronger relationships with ecommerce pure players to boost online sales of Wella products by, e.g., assortment optimization, better product visibility and findability, and online activations. With the salesforce, we ring-fenced part of the business in Bavaria (South Germany) to enable high-speed testing and scaling of new commercial initiatives, e.g. virtual salon visits. Successful initiatives were scaled to other DACH regions.
Over a 9-month period, we enabled Wella to kickstart the roll-out of its ambitious digital agenda. We intensified collaboration with 5 ecommerce pure players resulting in a significant increase in online sales. We also designed and tested 10 pilot initiatives driving strong sales uplifts (e.g. +400% in sales in pilot scope). During the project, we kept building digital capabilities and new ways of working before handing over ownership to the Wella team.