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. Operating in a highly competitive market, the company recognized that refining its route-to-market (RtM) strategy would be critical to achieving its ambitious sales goals for 2028. To accelerate its growth, Orac aimed to strengthen its customer engagement, merge digital and business capabilities, and create a scalable foundation for the future.
We collaborated closely with Orac to refine its commercial growth plan and turn its vision into a clear, actionable roadmap. Given the complexity of the market, we began with a strategic prioritization exercise to identify key growth initiatives and enablers. These included optimizing their D2C e-commerce approach and introducing a more structured account management process for larger projects.
To drive meaningful change, we introduced cross-functional teams focused on three key routes-to-market: distribution, professional channels like designers and installers, and D2C e-commerce. A key element was merging digital and business processes to ensure agility and scalability. These teams were equipped with tools for analytics-driven decision-making and a rigorous test-and-learn methodology, enabling them to iterate and adapt strategies effectively.
Over the first three months, we provided hands-on support to kickstart these initiatives, offering operational training and coaching to Orac’s teams. To sustain long-term success, we designed a scaling blueprint to replicate successful pilots across markets and product categories, ensuring consistent results and progress toward their growth ambitions.
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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 empowered with insights on untapped opportunities and churn-prone customers, driving measurable improvements in effectiveness.
By introducing A/B testing tools, Orac achieved notable increases in both conversion rates and average order value. Merging digital tools with business strategies accelerated decision-making and enabled the organization to pivot quickly when necessary.
Through the adoption of a test-and-learn methodology and the fostering of cross-functional collaboration, Orac transformed its way of working. With scalable processes and empowered teams, the company is now well-positioned to maintain its growth momentum and achieve its ambitious 2028 goals.
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