Digital Strategy

 

THE SERVICES

• e-commerce discovery, assessment & strategy
• Financial forecasting

THE APPLICATIONS 

• Shopify (from Magento 2)
• Mail Chimp
• Onboarding CRO agency
• Onboarding digital marketing agency

 

THE BUSINESS

Inspired by the timeless style of the 1950’s barbershop and its spiritual founder, Willy Uppercut O’Shea, Uppercut Deluxe is a modern yet traditional approach to men’s grooming. An Australian born brand proudly made with only the finest ingredients. Uppercut Deluxe delivers a core range of high-quality grooming products for men without all the fancy embellishments of salon brands.

The Objectives

Uppercut required a combination of e-commerce, digital marketing and strategy expertise to produce an informed, collaborative, and relevant digital strategy that would profitably grow sales from the online channel both locally and internationally;

  • Assessing opportunities to sustainably increase revenue

  • Assessing opportunities to reduce operational expenditure

  • Assessing opportunities to improve the customer experience

  • To encapsulate all changes within a strategic plan that delivers sustainable and incremental benefits

The basic building blocks of our uniquely crafted strategy were to understand:

  • Demand: A plan that brings more qualified traffic to the site

  • Supply: A plan that seeks to improve both the conversion rate and items per order for every transaction

  • Profitability: A plan that seeks to optimise the cost to generate that demand and the cost to service it

The expertise provided by it works:

Expertise included e-commerce strategy creation and evaluation and financial subject matter expertise via our team of senior retail consultants. Access to technical skills and experience when needed.

The Outcome

Working alongside Uppercut owners, Board and Senior Leadership team, it works was able to deliver a concise and substantiated strategy which informed a roadmap and program of work enabling the Uppercut team to deliver a set of agreed outcomes.

Engagement Deliverables:

  • Production of an Online Channel 12 Month Financial Plan including a plan around OPEX reduction

  • Production of a Customer Acquisition and growth strategy

  • Production of a People and Capability Assessment

  • Full review and assessment of current digital marketing initiatives

  • Full review of digital tech stack for appropriateness and a future state technology plan to support strategy and growth

  • Full review and assessment of reporting and BI

  • Production of a tactical plan to address immediate areas for improvement (Quick Wins)

  • Production of a Strategic Plan to improve customer experience, improve the current tech stack, increase revenue and decrease costs

  • All documents presented to the Board in a round table session