Case Study

Interim Marketing Director for an International Retailer

Working with Boyden's client, a respected retailer, to assist with certain leadership challenges through a transformation programme

By Lisa Farmer

The Client

Our client was an internationally well-known and respected retailer with both online and physical store presence. They had been through significant leadership challenges and changes and were embarking upon a significant transformation programme throughout the business.

The Challenge

The business had a long-standing loyal customer base but needed to future-proof the business and ensure that they moved to an omni-channel approach. They had commissioned consultancy reviews in the past, and had collated customer data but needed to start the process of segmenting their customer base, reviewing their website in line with customer demands to promote ease of navigation, and to ensure the customer had a seamless experience throughout all touch-points with the business.

The Solution 

The business reached out to us to identify an experienced interim Marketing Director with a proven track record of working with retail businesses and managing a dynamic marketing team. The interim was tasked with developing a consumer-focused, multi-channel, integrated marketing strategy coupled with a comprehensive data mining strategy to enable the business to better understand how to maximise sales and keep the customers at the heart of their business. They wanted the project delivered within a six month period.

The Results

The interim Marketing Director was instrumental in developing a comprehensive digital strategy for the retailer, they focused on providing the client with customer insight analysis and restructured the direct marketing outreach to the customer which was much more personal and tailored significantly increasing the volume of sales and creating a more streamlined experience for the customer. The brand awareness was stronger and it provided a route to market for the client to build on for future marketing campaigns.

About the Author
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