Maximising SME growth through eCommerce

A good example of how we work with small and medium sized businesses to scale their eCommerce growth is a craft lager brand we started working with over lockdown.

Project

A successful brand that historically distributed to pubs and restaurants had its business significantly disrupted due to the restrictions put in place around Covid. They set up a basic website when lockdown started. However, the founders had limited cash flow and no marketing or website team. Against this context they wanted to find a way of  scaling their Direct To Consumer (DTC) sales through their website. We are currently implementing a “low risk / high reward strategy” to demonstrate to the business the opportunity DTC provides in driving a step change in profit and revenue for the business.

Outputs

We are doing this by:
  • Conducting a short diagnostic to understand more about the business and eCommerce opportunity by interviewing key stakeholders
  • Working with their finance lead to develop a P&L for the Direct To Consumer business clarifying net income for their key products
  • Identifying “quick fixes” to their existing site in order to maximise the number of vistors that end up buying (known as the “conversion rate”)
  • Setting up analytics for their site and digital marketing tracking
  • Running all aspects of their digital marketing including paid search and Product Listing Ads (Google and Bing), display (Facebook and Instagram) and Amazon
  • Setting up and optimising their Amazon account to sell via Seller Central
This is a good example of how we can work with businesses to show the considerable growth opportunity of eCommerce before they decide to invest further. Usually, once the business case has been demonstrated this initial period will be followed by working with the internal team to develop their wider eCommerce strategy including their website and potentially brand strategy. Each project is bespoke but you can read more about what is involved in our typical eCommerce approach here. Contact us and we’ll talk you through  how we can demonstrate with limited initial investment how you can scale your profit through eCommerce.

Contact us to find out more

Hagen
“Entropy bring a depth of expertise and experience to the conversation that immediately adds insight and credibility. They are a brilliant resource capable of transforming your thinking and enriching the way you approach any knowledge-based project.”
Phil Parkinson
Finance Director
Hagen Group
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