Strategy Practice

Digital Retail Quick Wins

Javelin Group reviews the retail offer across digital channels for retailers and brands, and provides detailed recommendations which typically provide sales uplifts of 10% to 50% within 12 months.

Reviews include an evaluation of customer experience, digital marketing, online range and price, service proposition and omni-channel capabilities.

Starting from a clear understanding of a client’s customers, market and competitive environment, we offer a modular approach to assessing digital performance. Retailers and brands can select from 1 to 20 modules, in any combination, depending on the business requirements. Assignments can take from 2-3 weeks for one module to 8-10 weeks for a comprehensive review across all modules.

Our work is based on proprietary frameworks that are continually updated to reflect global best practice, and our clients’ customer experience, performance and KPIs are benchmarked to illustrate improvement opportunities.

For each engagement, we deliver a long list of performance improvement recommendations to our client, prioritised into a roadmap, and quantified to show the sales uplift opportunity. Our work highlights many actionable quick wins that our client can implement immediately.

We have been undertaking this type of work for more than 10 years and have helped many of the world’s leading retailers and brands to improve their ecommerce and omni-channel retail performance.

Our modules fall into four categories:

1. Evaluation of cross-channel customer experience

a.  Customer experience audit & scorecard
b.  Web analytics KPI review & benchmarking
c.  Customer journey mapping & user testing
d.  Business casing & prioritisation
e.  Website design & wireframing

2. Independent review of digital marketing

a.  Marketing budget & allocation benchmarking
b.  Analysis of digital marketing programmes
c.  Customer database profiling
d.  Customer segmentation
e.  Customer lifetime value analysis

3. Competitive review of online proposition

a. Product performance analysis
b. Online assortment optimisation
c. Extended range development
d. Range & price pricing analysis vs. competitors
e. Benchmark omni-channel service & delivery

4. Assessment of omni-channel capabilities

a. Content production and management
b. Omni-channel technology
c. Omni-channel fulfilment
d. Contact centre
e. Omni-channel organisation and skills

Questions we address for retailers include:

Performance acceleration: Our sales and other ecommerce KPIs are not growing as fast as expected – how can we accelerate this growth?

  • Recent example: A home shopping brand asked Javelin Group to evaluate all areas of the direct business and pinpoint the main causes of declining sales and customers. Javelin Group recommended 20 “turnaround” initiatives.

Rapid market development: Customer expectations and demand are increasing at a faster rate than business change – how can we address this?

  • Recent example: A leading Iberian retail group asked Javelin Group to help to overhaul the ecommerce capabilities (systems, logistics, processes, organisation) to ensure the group could take full advantage of rapid online market growth ahead. Javelin Group delivered a capabilities improvement roadmap to identify immediate and long-term strategic priorities.

Competitor pressures: New market entrants or incumbents are taking market share with better propositions and speed to market – how can we respond?

  • Recent example: Gala Coral asked Javelin Group to overhaul its ecommerce proposition (products, pricing, website, marketing strategy) so it could compete effectively against pureplay new entrants. Javelin Group developed the full ecommerce strategy including a re-designed website for its Gala Bingo and Coral Betting brands.

Alignment to strategy and vision: Our strategy has changed – how do we ensure our proposition and experience are aligned?

  • Recent example: British Gas asked Javelin Group to review and redesign its entire website with customer needs, missions and usability at its heart – to align the digital customer experience with its new strategy of “Customer Centricity”. Javelin Group redefined digital customer experience and developed a prioritised roadmap that is currently in development and indicates a 25% increase in shop-to-buy rate.

Cost optimisation: How can we evaluate ecommerce spending and use of resources to ensure maximum operating efficiency?

  • Recent example: A leading ecommerce group asked Javelin Group to support its ecommerce cost optimisation exercise. Javelin Group identified £40m of potential savings.

Fresh perspective and best practices: We need to ensure we follow the latest best practices, identify new opportunities and focus on the biggest priorities – how can we get a fresh perspective on this?

  • Recent example: A leading department store asked Javelin Group to review and benchmark its online proposition and back end capabilities, and help define its detailed, 12-month, ecommerce roadmap.

Please see below for digital retail quick wins clients, or contact Reeta McGinn at reeta.mcginn@javelingroup.com or on +44 (0)20 7961 3200 to discuss your requirements.

Contact  Reeta
Strategy

Contact Practice Director

Reeta McGinn

Associate Director, Strategy

Reeta McGinn is an Associate Director within Javelin Group’s Strategy practice. She focuses on digital transformation, helping retailers assess their end-to-end ecommerce capabilities and define performance improvement strategies and roadmaps. She has led engagements in this area for a range of retailers including Galeries Lafayette, Printemps, Worten.es, Getty Images USA, British Gas, Otto.de, Coop.ch and Kering. Prior to Javelin Group Reeta worked at pure play retailer PhotoBox.com where she managed ecommerce and marketing.