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.
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.
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 value scan. The value 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.
Gamma Belgium is a top 3 player in the Belgian DIY market. Every week 160,000 customers shop at one of 80+ stores in Flanders or Wallonia. As part of the Intergamma cross-channel strategy, Gamma Belgium launched their webshop in early 2014. SparkOptimus was asked to help build an adaptive and self-learning e-commerce organization with a constant focus on growth and profit maximization.
Emesa (VakantieVeilingen.nl) had been growing at a tremendous pace over the last few years. Leaving the start-up years behind, the shareholder and its management felt a new level of strategic focus and professionalization of its structure and processes was key to ignite the next phase of significant growth.
The partners of the Air Miles loyalty program: Shell, Ahold, V&D and Praxis, acknowledged the fact that the joint program was not in line with modern standards. They wanted to redesign the program so that it would increase engagement with their customers, make use of the data and insights to run their business, and ensure a setup that would benefit all partners in their business.