Driving growth for Orac: A route-to-market transformation
Orac, a premium wall decoration manufacturer active in most European countries, was seeking to define its next chapter of commercial growth. Having experienced strong international expansion in recent years, the company set its sights on ambitious sales goals by 2028. To achieve this, Orac wanted to strengthen its route-to-market strategy, enhance customer engagement, and create a scalable foundation for future growth.
We worked closely with Orac to refine its commercial growth plan and turn its vision into actionable steps. This began with a strategic prioritization exercise to identify key growth initiatives and organizational enablers, such as optimizing their D2C e-commerce approach and developing a more structured account management process for larger projects. To bring these plans to life, we introduced cross-functional teams focused on three key routes-to-market: distribution, professional channels like designers and installers, and D2C e-commerce. These teams were equipped to test new ways of working through analytics-driven decision-making and a rigorous test-and-learn approach.
Over the first three months, we provided hands-on support to kickstart these initiatives, delivering operational training and coaching to Orac’s teams. This ensured they had the tools and capabilities to sustain these changes independently. To support long-term success, we designed a scaling blueprint that would allow Orac to replicate successful pilots across different markets and categories, ensuring consistent results and a smooth path toward their goals.
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Within a short period, Orac began to see significant results. A drip campaign targeted at designers increased leads by 8%, supported by a newly implemented scoring system to prioritize high-quality prospects. The sales force was equipped with insights on untapped opportunities & customers prone to churn to boost effectiveness. The introduction of A/B testing tools boosted both conversion rates and average order value.
By adopting a test-and-learn methodology and fostering cross-functional collaboration, Orac transformed its way of working. The company is now positioned to maintain its growth momentum, with scalable processes and empowered teams ready to drive progress toward its 2028 ambitions.
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