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eCommerce & Multi-Channel Retail Strategy

We define the business case and strategy for ecommerce and multi-channel retail, from the design of a compelling customer offer and user experience to a clear operational, technical and financial plan.

Our Strategy team works with retailers, ecommerce businesses, brands and distributors to understand their customers, marketplace and competitive environment, and then we:

  • Define the optimal assortment and pricing strategy across channels (1)
  • Define the online user experience (2)
  • Define the user experience across all channels (3)
  • Develop the necessary marketing plans (4)
  • Develop the relevant operations (especially fulfilment) plans (5)
  • Define the necessary technologies to support these operations (6)
  • Define the right skills and organisational structure (7)
  • Demonstrate the business case and financial plan (8)

MCR Wheel

Recent Strategy practice clients include Marks & Spencer, Gala Coral, Halfords, Matalan, Maplin, JD Sports, sit-up, Reed Elsevier, LEGO, Sony, Bosch Siemens, Electrolux, Bulgari, and Gucci.

Please contact Richard Wolff or call +44 (0)20 7961 3200 to discuss your requirements.


Case Study
Marks & Spencer


  • Background: Big shifts in M&S’s customer shopping patterns and use of channels
  • Project: Engaged Javelin Group in a major project for 5 months to assess implications
  • Outputs: Comprehensive strategy defining new M&S offer and customer experience, processes and economics
  • Benefits: The work clearly defined the strategy for M&S across channels and “underpinned everything we have been doing [since then]”
"[This work] set the strategy for where we needed to take our multi-channel retail...Javelin Group was the right choice to do this. When they talk about being good at multi-channel, it’s because they’re good at multi-channel."

Dave Hughes, Director of Direct, Marks & Spencer.

Case Study
Gala Coral


  • Background: Rapid shift in gaming and gambling from physical outlets to online
  • Project: Engaged Javelin Group to review and redefine the multi-channel and online proposition
  • Process: Customer needs captured through extensive programme of customer research, database analysis and competitor benchmarking
  • Outputs: “A very clear strategy for our business, which has won the support of our entire management team.”
  • Benefits: Clear strategic roadmap now being implemented with Javelin Group’s help
"We engaged Javelin Group to review and redefine our multi-channel and online proposition. They comprehensively reviewed our market positioning, clearly identifying our relative strengths and weaknesses and underpinned their findings with an extensive programme of customer research. They developed a very clear strategy for the development of our proposition and set out in detail how this could be achieved along with the costs and benefits of doing so. We are delighted with the results. The team and their work have been exceptional and have won the support of our entire management team. We have already commissioned more work from Javelin Group and have every intention of building a long-term working relationship with the team.”

Phil Walker, Remote Director, Gala Coral Group.

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