Brands4Friends
Challenge:
At the end of 2010, following eBay's successful acquisition of Brands4Friends, the client needed to set in motion an aggressive integration plan to quickly show benefits on both sides of the relationship. One of the key areas was to develop and implement a strategy for introducing the private sales proposition to the eBay Germany audience, addressing the opportunity of the huge target audience whilst maintaining and protecting the long-standing relationship the company had with high-end fashion brands.
Approach:
A Digital Works Consultant was engaged initially to assist in the development of the strategy, working alongside a small team of business leaders from both sides to identify all the major issues, particularly how the private sales proposition would be introduced into the eBay Germany marketplace in a structured way so as to avoid impacting key brands. This was concluded through a series of internal workshops and external brand interviews to test the roadmap.
The next phase involved Digital Works Consulting taking a lead role in the programme management of the implementation, working across US and German implementation and marketing teams to build, test, and release the private sales proposition into the market. By being fully embedded in the business, being flexible in location and working day, the consultant was able to direct the implementation in a short six-week sprint and work alongside the client team in launching the proposition into market.
Results:
The result of the assignment is a successful series of private sales events, now part of an established merchandising calendar. The client team continues to engage Digital Works Consulting on an ongoing basis to advise and implement changes to the platform.
