Consumer Goods

Embracing digital disruption to shape the future of the Consumer Goods industry

Talk to our experts

Digital disruption brings a welcome change and enormous potential for businesses

The e-commerce industry is expected to show an annual growth rate (CAGR) of 9.49% between 2024 and 2029, resulting in a projected market volume of US$6,478.00bn by 2029 with 3.6bn users worldwide. Among the key drivers for this drastic development are enhanced online shopping experiences, the social commerce trend, an increasing number of internet users, and the impact of Artificial Intelligence. Customer centricity is therefore key and requires companies to identify digital opportunities, which are relevant to their business context and consumers.

However, digitalization is still in the early stages of development for many consumer goods companies. Even well-known brands are still at crossroads in how they can manage the interface process with their consumers. Consumer goods companies must rethink their go-to-market now and react, otherwise, they risk falling behind the competition and losing market share.

As a result, players from the consumer goods industry need to take advantage of the opportunities digital transformations provide and complement their traditional products and business services with new digital offerings, with the goal of sustainably transforming the business over time.

Challenges Hinder Fast Digitalization Transformation Opportunities

  • A lack of awareness in switching from push to pull logic marketing leads to an increase in complexity
  • Insufficient data management centralization and failure to restructure the organization internally to digital processes means that IT solutions and customer relationship management systems are not equally accessible to everyone in the organization
  • By utilizing the full potential of all digital technologies across analytics, cloud, mobile, and social media, the digital transformation process must be addressed strategically
  • One of the biggest challenges for companies is to identify suitable, digital opportunities in the first place due to lack of direct consumer relationship and little access to end consumer data
  • The digital revolution is often seen as a technology issue by companies. As a reaction, another channel is added to reach consumers. Channel implementation must be addressed strategically across the company and not just tactically led by the IT function
  • Numerous  options and recommendations accessible online, prompting customer centricity across the customer journey

10 success drivers for Consumer Goods companies

Building strong brand equity

Strong brand equity helps to keep customer acquisition costs low, build long-lasting customer relationships despite rising demand, and enhance market positioning by delivering consistent, high-quality customer experiences, strategic marketing, and leveraging customer feedback and data analytics to refine offerings

Omnichannel strategy

A robust omnichannel strategy is essential to drive growth over the next 5-10 years, as consumers increasingly demand omnichannel experiences to combine the sensory store experience with the convenience of online shopping

Transforming stores into experience centers

Integrating online and offline data is crucial for understanding customer behavior across all channels, allowing companies to better understand high value customers and maximize CLV, by delivering more engaging user experiences better and personalized offers at the
same time

Scalable internationalization blueprint

Expanding into new markets requires a well-defined playbook that enables rapid expansion and success in international marketing driven by a strong growth strategy, robust omnichannel approach, and leveraging innovation

Analytics and holistic reporting suites

Treating data as an asset is essential. Real-time dashboards for monitoring key performance indicators (KPIs) help companies make informed decisions, implement data-driven organizational steering, and enhance overall business efficiency

Marketing efficiency
and customer acquisition costs

Understanding customer acquisition costs and marketing efficiency overtime is a key success factor. Strong brand equity and actively managed marketing efficiency across diverisifed channels are needed to manage
rising customer acquisition costs, ensuring long-term sustainability

Strong customer economics
(CLV/CAC ratio)

Focusing on customer lifetime value (CLV) rather than just customer acquisition costs (CAC) is crucial. Companies need a strong CRM system to enhance customer retention, cross- and up-sell opportunities, to improve CLV to CAC ratios and increase profitability

Future-proof tech platform

Businesses need to ensure that their technology can support growth. Conducting “reverse” due diligence can help identify and address potential technical issues, ensuring tech platform scalability and efficiency

AI roadmap and lighthouses

AI tools significantly reduce costs and improve efficiency: a recent OMMAX event on “AI-Powered Marketing Strategies” showcased the transformative power of +12,000 AI tools in the market, diving into several use cases across the value chain, ranging from content generation to predictive analysis

Management and (digital) capabilities

Having the right management team in place is vital to succeed in today’s rapidly evolving business landscape. Traditional businesses transitioning to digital need to ensure they have the necessary expertise. Hiring experienced digital leaders can significantly enhance a company's growth trajectory

Our Expertise

We assist global Consumer Goods companies in identifying and developing a suitable digital strategy. The first "digital health check" provides the company with a holistic overview of the digital status quo of the brand. In our analysis, we consider market trends & competition, brand reputation, customer journey, distribution strategy, organic visibility in Google (branded and non-branded keywords), performance marketing activities and social media. In doing so, OMMAX outlines strategic recommendations to leverage the digital opportunities of the brand to the utmost. We want to bring immediate digital value to our clients and categorize improvement measures by ease of implementation (quick win, medium, high effort), business impact (low, medium, high), and prioritization (low, medium, high).

Our international team has assisted >2,000 realized projects in digital strategy, digital operational excellence, data science, and transaction advisory services. With a team that speaks over 25 languages, and a 50% female-male ratio, we ensure both effective communication and representation throughout the advisory process.

Client Testimonials

Sylvie Vermeend

Digital Marketing & E-Commerce, Danone

"I am really impressed by OMMAX's work to deliver and sharpen our strategy. In my career I worked with many companies, but OMMAX really have a unique concept and team, backed by a data-driven approach. I have never experienced a collaboration and quality like this."

Jens Ciliax

Managing Director, ghd, a Wella company

"We aim to scale our business in a way to not only fulfill but exceed our customers’ expectations. Working with OMMAX, we are more than confident to sustainably scale our digital multi-channel strategy."

Dr. Jörg Schweikart

Founder, Sunday Natural

"We are very happy to have such a strong digital partner at our side that accompanied us through the exit phase of our company and showed us growth potential for the years to come. For us, it was crucial to have a partner that understands digital business models."

Consumer Goods Clients

Our Consumer Goods Experts

How We Help Our Clients

The BHS tabletop case

Case Study Growth Strategy Digital Execution Consumer Goods

BHS tabletop AG is a mid-sized German company with around 750 employees, established in 1998. The company is a leading manufacturer and supplier of professional, functional, inspiring tableware for all industries. Paired with flexible, individual, and digital service offerings, it operates mainly in Europe and the US. With its current product and service portfolio, BHS tabletops generated a revenue of over €80 Million.

Read case study

  • Professional end-to-end B2B website relaunch
  • >42.2% increase in organic visibility since migration
  • +28.7% increase in sessions
  • 24.6% of hard conversions generated via paid search campaigns

Read case study

Simon Ourian

The MDO Case

Case Study FMCG E-Commerce Consumer Goods Digital Execution Retail & E-commerce

To increase their digital value in the U.S., European and Middle Eastern Markets, MDO, teamed up with OMMAX to develop and execute an omni-channel strategy. OMMAX has supported MDO with a go-to-market strategy, an e-commerce relaunch, lead generation and CRM, with the overriding goal of establishing the company internationally.

Read case study

  • +343% monthly B2C revenue growth YoY
  • +569% e-commerce conversion rate uplift in the core market within 12 months
  • +45% paid advertising click-through-rate increase within 12 months

Read case study

ROSSMANN store

The Rossmann Case

Case Study FMCG Consumer Goods Digital Academy Digital Strategy

Dirk Rossmann opened his first store in Hanover in 1972. Since then, Dirk Rossmann GmbH has become the second-largest drugstore chain in Germany and achieved a turnover of €9.46 billion throughout Europe.

Read case study

  • Identified both weaknesses and strengths directly within its marketing operation
  • Challenged modern go-to-market strategies
  • Developed a quick solution and straightforward path towards success and market relevance

Read case study

Industry Insights

Filter options

Articles

Luxury boutique
The Future of Luxury E-Commerce
Digital MarketingDigital StrategyRetail & E-commerceGrowth StrategyConsumer Goods

Luxury brands need to prioritize e-commerce as a key element of their business strategy. Unfortunately, many luxury brands are falling behind in digitalization strategies. By establishing brand standards and creating digital touchpoints across all…

Read more
2023 Learnings and Tips for E-Commerce
Retail & E-commerceConsumer Goods

2022 has been a challenging year for e-commerce organizations. Market downturn and rising interest rates have factored heavily into falling consumer confidence. Parallel to this, the boom of Q1 & Q2 e-commerce in 2021 led to e-commerce retailers…

Read more
E-Commerce for Luxury Brands – Best Practices
Digital MarketingMarketingGrowth StrategyDigital Go-to-MarketRetail & E-commerceConsumer Goods

What is standard in e-commerce, often does not apply to luxury brands. Nevertheless, these companies must arrive in the digital age. Here is why and how.

Read more

News

OMMAX advised 468 SPAC II SE on the listing of Marley Spoon SE
AnnouncementCommercial Due DiligenceFinanceConsumer Goods

OMMAX advised 468 Capital’s 468 SPAC II on the listing of Marley Spoon SE, a leading global subscription-based meal kit provider operating in the US, Australia and Europe. The company successfully expanded its operations to seven countries globally,…

Read more

Stay connected to the digital world with our curated insights, updates, and news

Sign up for our Newsletter