Omnichannel Transformation
Online revenue doubled. NPS improved materially. A Harvard Business School case study.
The situation
A consumer goods business operating through a complex franchised dealer network was facing a familiar pressure: e-commerce was rising and the strategic path forward was unclear. Internal discussions were circling around technology, systems, platforms, digital infrastructure.
What changed
Before any solution was considered, an extensive research phase was undertaken, customers, dealers, and service operations were engaged directly. Sixteen initiatives were identified and sequenced across phases. A proprietary fulfilment model was designed that routed online sales through dealers, protecting their economics while enabling digital growth.
The result
Online revenue doubled. Net Promoter Score improved materially. The engagement became a Harvard Business School case study, used in teaching how to reconcile digital growth with a legacy channel structure rather than displace it.
The principles in this engagement
- Clarity — the problem was named from customers, dealers, and operations, before any platform or system was specified.
- Focus — sixteen initiatives, deliberately sequenced, rather than a parallel rush at every digital opportunity.
- Momentum — a proprietary fulfilment model that aligned dealer economics with online growth, so progress compounded rather than fractured the channel.