Digital route-to-market strategy: boosting The Kraft Heinz Company’s online sales
The Kraft Heinz Company is one of the largest food and beverage companies in the world. Names like Heinz and Jell-o belong to its large portfolio of internationally popular food brands.
To serve its consumers and customers better digitally, Kraft Heinz asked SparkOptimus for help in achieving three main objectives: Design initiatives to boost digital sales across different routes to market; Identify eCommerce organizational and technology enablers at international level and in 3 representative markets (United Kingdom, the Netherlands, Brazil); define a roadmap to drive execution of the changes.
The overall experience working on this project with SparkOptimus was great. They met all my expectations, and the team went above and beyond in delivering a clear digital route-to-market strategy and actionable plan to get there.
As a first step, we developed a baseline assessment of Kraft Heinz’ current activities, digital routes-to-market, and eCommerce capabilities. Analyses of the current customer journeys unveiled the consumers’ (unmet) needs along several digital channels, including online supermarkets, quick commerce offerings and online marketplaces.
By matching the findings with relevant best practices from consumer goods and other sectors, we defined and prioritized the top initiatives to close the gaps and sized the potential value impact of the action points. Based on the agreed priorities, we then crafted a long-term roadmap and financial plan. This plan includes a high-level roadmap and long-term roll-out approach, but also a near-term action plan describing quick wins and practical steps.
Take the insights with you
The Kraft Heinz Company now has a clear plan to deliver on its ecommerce ambitions. This digital route-to-market strategy details the commercial priorities to serve its customers better online and the organizational design that enables the team to realize those initiatives. The roll-out is based on a test-and-learn approach: the new digital way of working will first be implemented in pilot markets, and the generated insights will then be added to the overall roll-out plan across Kraft Heinz’s global organization.
Want to find out how your business can benefit from our 1-week digital strategy scan? Click here to get in touch with us.
Ready to transform your organization? Discover how with our 1-week scan.
In recent years, the energy sector has faced significant disruptions due to the energy crisis and the ongoing transition towards sustainability. Eneco, a leading producer and supplier of natural gas, electricity and heat in the Netherlands, recognized the need to not only adapt to these changing market dynamics but to take the initiative in fostering a shift towards more sustainable consumption behaviours. Their vision was not just to introduce a new product but to catalyze a profound behaviour change that benefits both consumers' wallets and the environment. Driven by a vision to empower consumers with greener, more cost-effective energy choices through dynamic pricing and a broad range of services and products, Eneco partnered with SparkOptimus to kickstart the transformation, set-up and delivery of these innovations.
Budget Thuis is a leading energy and telecom services provider in the Netherlands, committed to providing reliable services at affordable prices. Serving more than a million customers, Budget Thuis holds a prominent position in the industry. Recognizing the substantial potential of Generative AI to enhance internal processes and the customer experience, Budget Thuis faced challenges in realizing its value independently. Therefore, they asked SparkOptimus’ support in identifying and prioritizing company-specific use cases, rapidly testing and proving the value by collaboratively building, testing, and improving MVPs, and designing an organizational setup for long-term, sustainable (Gen) AI innovation.
Henkel Consumer Brands (HCB) offers a wide range of consumer goods, represented by leading and well-known brands such as Persil, Schwarzkopf, and Dial. Committed to sustainability, HCB is transforming its product portfolio by integrating more sustainable solutions. The aim is to empower consumers to make sustainable choices not only in their purchase decisions but also in the usage of the products. To accelerate this journey, HCB collaborated with SparkOptimus to develop a comprehensive approach on shifting consumer behaviors and establishing sustainable choices as the new norm.
Zijerveld (a subsidiary of FrieslandCampina) is one of the largest cheese wholesalers in Europe. Recognizing the vast potential AI can bring to their business, they approached SparkOptimus for a one-week data scan. The scan consisted of identifying and prioritizing potential AI use cases across Zijerveld’s business and creating a first view of business value for selected use cases.
