H & G H MANSUKHANI INSTITUTE OF MANEGEMENT | ROLL NO.

42

H & G H MANSUKHANI INSTITUTE OF MANAGEMENT

SUBJECT

DIGITAL BUSINESS

CLASS - SYMMS

ROLL NO. - 42

TOPIC

CASE STUDY

1. CARLSBERG DIGITAL B2B PLATFORM

Submitted By

Ms. Vrushali Anil Rajpure

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CARLSBERG

DIGITAL B2B PLATFORM

Carlsberg is one of the largest and most iconic beer brewers in the world. Their products are
sold in over 140 countries and their immense brand portfolio includes brands like Carlsberg,
Kronenbourg, Grimbergen and Tuborg. The brewer requested Osudio to support Carlsberg
with defining a B2B E-Commerce strategy for selected markets in Western Europe, to increase
engagement with their B2B customers. After defining the B2B E-Commerce plan, Osudio
provided digital strategy, consultancy, UX and visual design, development of the B2B platform
and program management.

CARLSBERG’S CHALLENGE

How do you move a traditional B2B client relationship towards a business partner relationship
through a digital engagement strategy?

Carlsberg requested Osudio to guide in their digital transformation process. All the way from
Value Proposition to the actual development of the B2B engagement & commerce platform, it
combined digital strategy, design and developing in one project. Osudio took over a SAP
Hybris implementation and extended the technical migration to UX and Engagement. Across
various countries and Carlsberg’s multiple brands, the business voice and the customer voice
were brought together.

THE JOINT SOLUTION

The result is a digital platform that goes beyond transaction and strengthens client relationships.
Thus, it supports Carlsberg’s aspiration to guide and direct their customers in order to
adapt/react to the ever-changing marketplace they operate in.

The Business Consultancy team translated the customer experience requirements into features
and functions supported by SAP Hybris commerce and Sitecore engagement. An important
aspect was an advanced promotion engine to support various complex promotion mechanics.
The set-up runs on the Microsoft Azure cloud solution, which has never been used in the Hybris
and Sitecore combination before. The engagement layer was implemented in close
collaboration with Evident, a third-party implementation partner, under the coordination of
Osudio, providing Carlsberg with one partner for their digital transformation.

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STRATEGY

Osudio challenged Carlsberg to redefine their value proposition. They reassessed how their
offering solves customer problems or improves their situation and what benefits would be
delivered.

The discovery continued by assessing what kind of customer behavior would be supported
across which channels and how engagement could be build. This was done by jointly analyzing
customer journeys, using personas and customer experience maps.

VISUAL DESIGN

The key brand values of Carlsberg were carefully studied and translated into a mood board,
which formed the foundation of the visual design of the platform.

Osudio developed a style guide that allows Carlsberg to keep their brand identity in place both
centrally and locally. It also helps Carlsberg to deliver consistent customer experiences across
multiple brands and markets.

The style guide was developed based on the Generic Language – Local Experience (GLUE)
principle which builds on atomic design principles.

E-COMMERCE

To make the online environment a success, Osudio matched the B2C expectations of
Carlsberg’s clientele with the customer experience of the B2B platform. By adopting the B2C-
like features personalization, recommendation, interactivity and search. Osudio transformed
the journey for the B2B user into an excellent commerce experience.

This resulted in a scalable platform that is already in use in three European countries. It will be
rolled out to more European countries and beyond in 2018, further enabling global ambitions
in the period to come.

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CUSTOMER ENGAGEMENT

Osudio enhanced customer engagement by designing and delivering a personal, relevant and
convincing user experience, such as a personalized product catalog and promotions based on
buying profile. This increases the brand perception of Carlsberg’s customers and delivers
measurable goals.

By enhancing customer engagement, delivering measurable goals and increasing brand

HOW CARLSBERG BENEFITS

Focus on key persona types to create optimized customer

Increase engagement with customers

Template solution to support all markets

Flexibility in terms of driving commerce and creating

Tie-ins to other marketing driven solutions, like email

Increase revenue by better customer journeys, clear

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Apple – A Digital Business Strategy Case Study

This is a case study of how in 1997, Apple was able to change their fortunes and transform their
business all by having the right strategy. Ionology’s 7 Principles of Digital Business Strategy is applied
to the case.

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The Ionology Digital Transformation Framework used to:

1. Identify opportunities for growth

2. Identify opportunities for innovation

3. Identify new sales opportunities

4. Employ the most effective marketing tactics for your business

5. Understand if and how you can take on your digital competitors

6. Identify capability gaps

7. Select or create the right technology to deliver transformation

8. All using data driven decision making.

‘STOP COMMITTING ‘RANDOM ACTS OF DIGITAL’

Use a data-driven digital transformation framework to evaluate opportunities, develop an evidence-

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WILL DIGITAL MAKE OR BREAK ASOS?

ASOS, the UK’s largest online fashion retailer are experiencing slowing sales growth as shares plunge.
Yesterday analysts reported that shares dropped over 8% and revenue growth has slowed down.
However, analysts have backed ASOS’ investment in technology to improve customer experience
and use of data analytics to pay long-term dividends.

How are ASOS using digital channels to promote the brand?

ASOS has adopted a cross-channel approach by using a number of paid and organic channels to
promote the brand and product range. We have taken a look at some of the digital channels the
company is using and perhaps you will find some useful tips for your own brand.

Twitter

ASOS has multiple Twitter profiles which offer trend updates, customer support and offers for
multiple countries.

Tweeting multiple times throughout the day, ASOS use a combination of outfit ideas with images
included as well as discounts and offers exclusively to Twitter followers. It is important to offer your
followers unique content which they don’t receive on other channels. If you take this approach,
make sure you create different content for Facebook, Google+, Instagram, Snapchat and Pinterest.

Google+

ASOS alter their strategy on Google+ rather than using the same content as their Twitter feed, they
embed gifs. The company has created multiple compelling and unique gifs which are a daily feature
on their Google+ page. The brand doesn’t just stick to sharing images of their products, but shows a
more ‘human’ side to the brand with humourous content from popular films and TV shows such as
the ‘Fresh Prince of Bel Air’ and the lovable characters from ‘Despicable me’.

Facebook

Although a similar strategy to Twitter and Google+, ASOS vary the content they use on Facebook. It
is a good idea to alter your content across all channels as some of your fans and followers will be
connected with your brand on different platforms. ASOS seem to have a penchant for sharing animal
images which appears to work.

Pinterest

In the run up to Christmas 2013, ASOS generated 1,728 shares per week on Pinterest. In total,
160,958 links to content on ASOS.com had been pinned by users. ASOS has over 60,000 Pinterest
followers, seven times the amount of followers on Pinterest as the next nearest retailer, Next, with
just over 9,000 followers. ASOS most successful item on Pinterest, a ‘road trip fashion’ look, was
pinned 51,588 times.

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Snapchat

Late last year, ASOS sent different discount codes to their followers. The codes were unique so the
company could track the results from the code. Snapchat is predominantly used by teenagers and
this is a very unique way for the company to reach the younger audience.

SEO

ASOS are appearing in the top position of the organic search listings for ‘maxi dresses’ however
there is still room for improvement from an SEO perspective. For example, they could use sitelinks
which will allow the brand to bring customers directly to the maxi dresses page, even a particular
colour of maxi dress. You can learn how to set it up here

AdWords

ASOS are appearing in one of the top ad positions for ‘maxi dresses’ and are utilising the seller
ratings feature. Seller ratings improve the overall quality of your ads as it tells your target audience
other people have purchased before and are satisfied. You can find out how seller ratings work here

Online Loyalty Scheme

ASOS are trialing an online loyalty scheme with 325,000 customers. The programme offers users five
points for every £1 they spend, with each point worth 1p. That means if a customer spend £60,
they’ll earn 300 points worth £3. The scheme has been implemented to boost engagement and
brand loyalty.

The company has announced they will decrease digital marketing spend while they identify more
cost-effective channels to lift sales.

CONCLUSION

Digital strategy is even more important to the online-only retailer, and they should analyse each
channel individually to determine the platform that drives the most sales. ASOS’ digital marketing
strategy is essential particularly in adjusting price, targeting and merchandise by geographical
locations and understanding the drivers and influencers in each of its markets.

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