Migration towards multi-category organization
Hobbs is a well-known British fashion brand selling womenâ€™s apparel, shoes and accessories and operating at the premium end of the UK market with a strong online presence. To ensure Hobbs is well positioned to capitalize on rapid digital developments, SparkOptimus identified a selection of key digital growth opportunities for Hobbs and jointly identified e-mail marketing as a key topic. Hobbs asked SparkOptimus for a diagnosis of the current processes, organization and tooling, as well as a plan to execute the identified improvements.
â€śSparkOptimusâ€™ expertise and hands-on approach enabled us to start implementing a new, efficient way of working â€“ thatâ€™s what we really needed!â€ť
Meg LustmanCEO Hobbs
SparkOptimus started with an assessment and gap analysis of the core marketing elements, operational excellence, tooling, and setup, for both volume and trigger based e-mails. We then developed a plan to bridge the identified gaps, including a 9-month roadmap, a definition of the required processes and steps, a first draft of the organizational setup and guidelines for the e-mail service system and IT landscape architecture.
By developing a work plan to bridge the existing gaps and designing a new e-mail marketing process, SparkOptimus put Hobbs in a place where it can identify, launch, and monitor (volume and trigger based) e-mail programs in a more efficient way.