In 2020, market leaders Bosch and Siemens started selling directly to consumers through their own web shops. STROOM developed a successful D2C program. It has now been successfully rolled out in the Netherlands, France and Belgium.
The challenge
Bosch Siemens Household appliances (BSH) as a manufacturer originally focuses on B2B, but since 2020 has also started direct sales to consumers (D2C). Customers can choose new, second-chance or subscription variants not only through retailers but also directly through the web shop. This transformation required a new balance in brand and performance media through an adapted E-commerce strategy.
To lay a foundation for a future-oriented and professional e-commerce organization, we used our Digital Maturity Model to look at what a customer centric e-commerce organization of the future should look like.From a 0 measurement, we mapped the situation in terms of technology, infrastructure, data, organization and customer contact.
Plan of Action
A multi-year plan was drawn up for BSH in which the first phase focused on setting up the technology, organization and way of working, The second phase on optimization and automation, and the third on integrating D2C into the organization.
Within STROOM we have set up a client team consisting of Media specialists (Search, Affiliate, Display and Social advertising), Data specialists (Feed management, Performance dashboard, Media data streams) and Consultants who are regularly present on site at BSH.
We also provide Performance Cycles: 2-Weekly web analytics, product, market and media results are discussed with the client to optimize the web shop, product offering and campaign tactics. This ensures acceleration and knowledge building on the BSH side.From our strategic cooperation, BSH has grown strongly as an e-commerce organization and has achieved outstanding results in the customer journey on the direct channels.
Want to learn more and see if this methodology is right for your brand? We would of course be happy to look into the possibilities. Contact STROOM at stroom or ask your mediacommerce consultant.