Main navigation About A&M Expertise Insights #AMon Social Our People Global Locations Careers A&M on COVID-19 Case study: Diagnosing Ecommerce Issues at a Global Retailer Printable version Send by email PDF version November 3, 2021 Introduction Our client is a European leading international, multi-channel retailer. Its main trading territories are in the UK where it has stores and a significant online business. Our client offers customers around the world a mix of own brands, international brands and concessions. A&M was engaged to diagnose issues with their ecommerce business. A&M’s approach We began by carrying out traffic, revenue and conversion analysis to diagnose the key cause of ecommerce sales decline along with a review of Capex spend governance and resource allocation to deliver change in line with strategy. We evaluated trading KPIs to review areas of focus, level of reporting and action taken, along with an assessment of optimisation and prioritisation to deliver changes which enhanced the online customer experience and commercial targets. We did a review of marketing spend and open budgets, governance, campaign planning and briefing, ROI measurement and attribution and also examined the CRM to consider loyalty, insight around customer segments and how this translated into marketing plans. A&M’s impact This activity enabled us to develop a clear diagnostic and recommendations to identify and fix significant critical ecommerce issues. Outcomes included: Identification of the key reasons for traffic decline, which were previously undiagnosed. A reversal of traffic decline from natural and paid traffic, the optimisation of marketing spend on paid sources which helped to significantly reduce spend in affiliate costs, while continuing to drive profitable growth. Profitable growth driven through pay-per-click advertising, linking bidding strategy to profit, by category, as well as the optimisation of social media marketing spend, increasing ROI though localisation and geolocation around stores. The integration of offline and online marketing planning, budgeting and control to improve overall effectiveness and CRM improvements driven across open and engagement rates. A&M: Leadership. Action. Results Our professionals have both operational and advisory experience together with a proven track record in leading businesses through tough, complex situations. When traditional improvement activities are not enough, A&M’s restructuring and turnaround heritage brings fact-based, action-oriented leadership to deliver rapid results. CONTACT US RELATED INSIGHTS A&M Digital EMEA: Helping Organisations Move from Hype and Prototype to Value at Scale A&M’s approach to digital is as an accelerator that can be integrated into a businesses’ operations and processes in a simple and pragmatic way. Alvarez & Marsal's Growth Continues to Accelerate with Significant Investment Planned in Digital Service Offerings Leading global professional services firm Alvarez & Marsal (A&M) has launched a new digital business unit in EMEA designed to transform the financial performance of companies facing, or at risk of, digital disruption, and to help them capture digital and technology-led opportunities. Case study: Delivering Cost Savings Across Manufacturing Process and Purchasing Functions at a Steel Manufacturing Company The client is a manufacturer of high-quality steel products for customers in the construction, transport, engineering, energy and other industries. It has customers across 30 countries worldwide, revenues of c.$2bn and 34,000 employees. A&M was engaged to make scrap purchasing more transparent and available for analysis, to recommend optimal time and price for purchasing scrap metal and to align the incentives of scrap metal buyers with their business objectives. ARTICLE AUTHORS JEAN LAURENT POITOU MANAGING DIRECTOR RELATED INSIGHTS VIEW MORE RELATED INSIGHTS STAY CONNECTED Join A&M on LinkedIn Follow A&M on Twitter Like A&M on Facebook Follow A&M on YouTube Sign up for A&M Newsletters A&M BULLETIN SIGNUP Global Locations Expertise Industries Insights Our People Careers #AMon Social A&M on COVID-19 About A&M Contact Alumni A&M Capital A&M Capital Real Estate Employee Portal Privacy Policy Privacy Shield Notice California Privacy Notice Cookie Policy Terms of Use LinkedIn Facebook Twitter YouTube © Copyright 2021, Alvarez & Marsal Holdings, LLC. All Rights Reserved. ALVAREZ & MARSAL®, ®, ® and A&M® are trademarks of Alvarez & Marsal Holdings, LLC. Note: Alvarez & Marsal employs CPAs, but is not a licensed CPA firm. We use cookies to personalize content and advertisements, to provide social media features and to analyze the use of our website. We also share information about your use of our site with our social media, advertising and analytics partners. For additional information, please refer to our Cookies Policy. Customize Cookies I Accept Cookies