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."
How We Help Our Clients
The BHS tabletop case
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.
- 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
The MDO Case
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.
- +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
The Rossmann Case
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.
- 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
Stay connected to the digital world with our curated insights, updates, and news
Sign up for our Newsletter