With digital impacting so many components of a business (from go-to-market strategies and position, to the internal organizational capabilities), it’s critical to have an objective view of how exactly a business stacks up. Knowing where a business is starting from by identifying strengths, weaknesses, and risks can surface opportunities that drive further differentiation or catch up where needed.
Assessing your digital reach, channels, and capabilities in comparison with competitors in your industry and analogs in other industries can provide a useful starting point. This benchmarking identifies gaps that may need to be filled and opportunities to drive sustainable competitive advantage. The assessment takes into account not only a business’s own digital properties but also presence and perception across third-party and social media channels.
How We Help
We evaluate the digital health of your organization and find ways to improve it. As part of that, we can help you:
- Benchmark your positioning across the go to market strategy/customer lifecycle (e.g., channel ecosystem; strength of digital voice; experience; and offering by channel, by share and by quality of digital voice and shelf)
- Identify your company’s experiential and executional strengths and weaknesses across all key dimensions (e.g. customer engagement, delivery, operations)
- Evaluate your digital footprint across all channels — both the ones you own and the ones your brand is talked about on
- Identify your key gaps and opportunities in the marketplace
- Benchmark your organizational talent and design to determine readiness to execute on a digital strategy (e.g., allocation and prevalence of tech resources)
- Evaluate the digital assets of a potential acquisition, to identify areas of strength or opportunity
Crossing the Digital Divide: No Brand Left Behind
All brands need to consider where their current digital capabilities stand & aim to improve them according to 7 guiding principles: understanding how digital serves different consumer segments, using the right digital channels, adding value to the consumer, looking for measures that matter, making room for new technologies, keeping the online conversation going, and finding a way to work with Amazon.
- Know where your company has gaps to fill, or opportunities to make the most of a differentiated advantage over your competitors
- Identify, in order of importance, solutions your organization needs to invest in to get ahead of or catch up with competition
- Create and deploy solutions faster
Examples of Our Work
- A home goods retailer recognized digital was changing consumers’ expectations of the shopping experience, but its business was organized around physical store. We were engaged to articulate a consumer-centric digital innovation vision and identify the client’s key capability gaps to achieve its digital objectives. After defining the four primary digital objectives, including strategies such as a single view of the customer, personalized marketing, omni-channel customer service and seamless multichannel experience, we and the client evaluated functional capabilities and determined the key initiatives needed to close the digital gap. The result was a clear road map of activity that led to successful implementation of the client’s digital vision.
- A professional sports league operated a legacy television business needed to complement its licensing contracts with broadcasters globally. The organization had built a material digital business, but that business operated in its own silo with very little leverage of core media assets and significant redundancy. Both parts of the business were operating below their potential on fan experience and economics. We helped the client audit the current organization and identify a new structure and the accompanying roles and processes to break down the legacy silos and shift to an agile digital-first organization that better leveraged its strengths and talent.
- A multi-banner direct-to-consumer women’s apparel company was looking to facilitate its next stage of growth and needed a fact-based assessment of the market, consumer dynamics, and competitive landscape. As part of the fact-base, we conducted a detailed diagnostic of the brand sites’ ecommerce performance relative to key competitors, including in traffic, user experience and engagement, speed, accessibility and search performance.
- A private equity investor was considering the acquisition of a leading online retailer of outdoor and home products. In addition to evaluating the target’s market size and growth, customer dynamics, value proposition, competitive landscape and overall growth potential, we conducted a deep assessment of its ecommerce capabilities. Key metrics included traffic volume and sources, site performance and an evaluation of user experience, all compared to best practices and competitors.
- A national big box sporting goods retailer was looking to transform its small ecommerce business into a growth platform for the organization. We determined the most strategically and economically attractive options for front-end and back-end platforms by clearly defining the go-forward digital vision and its technical requirements. The end result was an operating model expected to drive an 800-basis-point improvement in operating margins with better service levels to our client’s customers.