Case Study


Multiple strategic projects to assist ecommerce ambitions.


Multiple strategic projects to assist ecommerce ambitions at Unilever.


Since 2015, Javelin Group has worked closely with multinational consumer goods giant Unilever to support its ecommerce ambitions, undertaking strategic projects with a global focus to both optimise its relationship with e-retail partners and assess opportunities to gain direct access to the consumer.


The direct-to-consumer support provided by Javelin Group includes feasibility assessments, go-to-market plans, IT strategy and implementation (website builds).

Javelin Group also provided market/category assessments to help understand both the risk and opportunity from digital disruption. This included the identification of disruptive business models, attractive acquisition targets and recommendations on the Unilever approach e.g. partner, build, acquire.

In addition, Javelin Group conducted shopper journey mapping to assess popular journeys and the role of the brand versus retail partners. This has encompassed both physical and digital channels to ensure a seamless experience for the consumer and improve conversion.

We have been working with Javelin Group for the past two years to drive our ecommerce and omni-channel agenda. The support that Javelin Group has provided – from strategic proposition development through to website development and implementation – has always been high quality and they combine deep digital expertise with a flexible approach, that has adapted to our organisation. Javelin Group combine a breadth of experience of all areas of omni-channel retail and have shared their knowledge with us, helping us to develop our in-house expertise.
Keith Higgins, Global SVP eCommerce, Unilever.

Find out more about Javelin Group’s Digital Strategy for Brands service line.