STRATEGY FORMULATION AND OPTIMIZATION

Elevating Global Digital Brand Across eRetail Network

Enabling global category brand growth across a network of e-retail partners is a matter of strategic vision, sophisticated digital alignment of retailers' and category brand growth plans, and of systematic support capability for digital brand elevation and amplification. Leverage our experience and capabilities in strategy formulation and optimization to ensure global brand excellence.

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CENTRALISE BRAND MANAGEMENT

Complex web of stakeholders and operations are better run centrally for alignment. With digital consumer crossing national borders with a single click, implementation of branding campaigns that entail localisation and adaptation of assets is easier done from a single point.

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CLASSIFY E-RETAIL PARTNERS

Revenue is often used to classify importance of partners, but aside of total revenue, there might be some retail partners for categories that are important for voice / strategic brand (re)positioning as they might add certain unique benefit to your overall business brand and e-retail goals

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TIER THE DIGITAL BRANDING SUPPORT

Tiered support is a system that funnels customer queries into more defined levels (tiers), ensuring customer needs are defined properly at the outset, governed by a set of service criteria for each tier. This will help you focus your investments in terms of time, money and team effort on those e-retail partners that will really bring difference to your organisation.

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ALIGN DIGITAL BRAND VISIONS

Aligning goals and priorities with key e-retailers for individual categories and brands is an important if not crucial milestone to your digital brand elevation efforts. Make sure that your e-retail partners needs are taken into account as well as their organisational capacities and technical characteristics of e-commerce platforms they operate on.

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DIVERSIFY DIGITAL BRAND INVESTMENTS

Your brand elevation investment efforts should be spread so they ensure continuity of brand presence. Aside of campaign level, seasonal level investments, make sure you create brand communication platforms on key e-retailers that will last beyond just couple of seasons

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CLOSE THE CAPACITY AND PROCESS GAP

With speed of digital brand touchpoints rise HQ teams are often under-capacitated to execute consistently across countries, partners, devices and dimensions.Right technology solutions and organisational set ups with strategic preparation can easily remove friction and enable seamless centralised digital brand management and execution

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Who is it for?

Global and international brand organisations who sell and have their brands represented through an international or global network of e-retail partners. Our digital brand elevation strategy & execution service and capabilities should be especially relevant for digital brand departments and wholesale.com / e-retail teams within organisations. Global brand professionals in charge of preserving and building brand equity.

Why is it needed?

Millions of consumers interact with your brand through partner retailers and their digital properties. Problem is that consumers don't 'see' channels, they see one brand and one brand experience. But, with e-commerce platforms standardisation requirements and retailers' lack of capacity and commitment to uphold your unique brand identity, your brand presentation is stripped off its unique differentiators.

How we can help?

Taking into account number of your categories and brands, current organisational capabilities, future growth plans, as well as the complexity of the retail partner network, our team will create an digital brand elevation strategy whose purpose will be to ensure long term capability to elevate your brand presence. Output will be the roadmap to the creation of economically sustainable capability to service the needs of your e-retailer partners.

CLIENT CASE

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Elevating the Nike brand across WE eRetail network

Nike EMEA Wholesale.com Brand Digital Department partners with SO DIGITAL to elevate the Nike brand across the network of key e-retailers in 14 Western Europe markets.

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EXECUTION EXCELLENCE ENABLEMENT

Premium Digital Branding Resources

Agile and responsive, yet economically sustainable, digital brand production resources able to deliver both tailored premium digital brand expressions as well as high volume of standardised digital branding campaign materials are the first pillar of digital branding support capability and a first step to digital brand excellence in e-retail.

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Branding Process Execution Platform

Platform architecture represents a tiered digitalised brand content supply chain system that resides on predefined user level roles and needs, assigned platform and campaign process phase views, mapped out stakeholder/partner brand touchpoint specs, brand directives and 3rd party productivity tools. Tailor made to an organisation’s operative model, coupled with responsive customer service that operates with 1 hour turn-around & response times.

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Transforming global brand marketing, creative and eCommerce function into a competitive advantage

Logo (EMEA) 14 markets

brand digital wholesale. com team / brand creative team / digital supply chain team

Logo (EMEA) 47 markets

in-house marketing / creative agency

Logo (EMEA) 17 markets

in-house creative agency / HBO Max EMEA CS / marketing department teams (11 teams) / WarnerBros IT team

Logo (WHQ)

CRM / Internal Comms team

Logo Europe (10 markets)

media / integrated marketing / UGC / creative / local marketing team

Logo WHQ

European D2C eCommerce Team

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Even though partner eCommerce (3rd party / marketplaces, eRetailers and Pure-players) is a vital if not most important element of digital go-to-market model for many if not most consumer brands, for many established ones, the pursue of e-commerce partnership growth, may feel like having to chose between two evils - declining sales or declining brand equity.

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Partner E-Commerce (eRetail) Pitfalls: Global Brand Commoditisation

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Despite the well argued need for brand amplification on eRetailer's digital properties, very few brands have a structured organisational capacity and knowhow to go beyond the basics of brand representation on e-commerce platforms - PDP imagery and product description.

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Resource & Process Gap : Centralising Global Digital Brand Management & Execution

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Outdated organisational design and workflows within HQ environments, combined with non-existence of internal digital enablement and scaling teams, created a double jeopardy for brand marketing teams.

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Operational Nightmare Behind Global Brand Digital Content (in)Consistency

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World of perpetuating fragmenting environment of digital brand touch-points creates an organisational challenge and operational nightmare for global brand organisations undermining the very foundation of global brands - brand consistency

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Operational Nightmare Behind Global Brand Digital Content (in)Consistency

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