A legacy consumer goods company broke free from its brick-and-mortar past to deliver breakthrough growth in eCommerce. Partnering with us, the team redefined success, transformed its Amazon strategy and delivered $23.8M in value – surpassing expectations and setting a new standard for performance in a rapidly shifting digital marketplace.
- Outcome 1: Delivered $23.8M in revenue by redefining success to include cost reductions, process improvements and profitability gains
- Outcome 2: Established a formal partnership with Amazon CPEX, unlocking new capabilities and alignment to fuel growth across North America and Europe
- Outcome 3: Achieved a 50% increase in Amazon net sales in Europe
The challenge
A major consumer goods company, long anchored in brick-and-mortar retail, was falling behind in eCommerce. The digital team faced mounting pressure to drive growth on platforms like Amazon but struggled within a legacy structure that undervalued online channels. With no clear eCommerce ownership at the business unit level and limited internal visibility, the team lacked support, influence and a shared definition of success. Expectations were high, yet the pathway to deliver such results was unclear. The organisation needed a breakthrough not only in performance, but in mindset, alignment and how value was understood.
The eCommerce team was constrained by outdated structures, unclear ownership and a lack of enterprise support. Operating within a traditionally brick-and-mortar organisation, they struggled to gain traction for digital initiatives. Charged with delivering ambitious growth targets, the team faced internal scepticism, limited influence and no formal relationship with Amazon. Additionally, their small size and the absence of clear performance metrics for eCommerce further limited their impact. A critical breakthrough was needed: to reframe what success looked like, enrol leadership across functions and establish eCommerce not as a side channel – but as a core driver of future growth and strategic relevance.
The approach
We began by challenging the team’s assumptions about influence and success within the organisation. Using our reveal & unhook methodology, the team uncovered limiting beliefs – such as the notion that their size or visibility precluded enterprise impact. Through invent & implement, we worked with them to redefine success by focusing on value, not just revenue. They launched strategic conversations across business units, created new dashboards for visibility and built a formal partnership with Amazon CPEX. These actions reshaped how the organisation viewed eCommerce – embedding it into strategic planning, performance tracking and cross-functional collaboration to unlock breakthrough results and long-term digital momentum.
The value delivered
The team delivered $23.8M in value – surpassing its $20M goal – by redefining success to include cost savings, reduced returns and improved margins, not just top-line revenue. A formal partnership with Amazon CPEX was established, unlocking new collaboration and accelerating growth across multiple regions. Notably, Amazon net sales in Europe increased by 50%, while prep chargebacks dropped from 1.7% to just 0.4% of PCOGS. The team also launched a unified analytics dashboard and executive summary to track Amazon performance, and identified new opportunities to optimise media spend and reduce packaging waste. What began as a struggling initiative became a blueprint for enterprise-wide digital success.