Differentiating a Product-Based Organization Through Service & Experience
Problem
A larger consumer retailer wanted to create a cohesive digital ecosystem and diversify their revenue streams through the implementation of a paid digital subscription app. The app would consist of new and current consumer experiences and involve shared partner revenue. The idea behind the app had been at the organization for many years, however, the complexity and magnitude of the project from technology implementation to cross functional coordination had made it seem unachievable. Excelerate was engaged as an expert in leading complex and high cross-functional marketing lead technology initiatives as well as their unique ability to guide the project all the way from discovery strategy translation to final implementation.
Approach
Excelerate began with technology discovery to create the back-end architecture of the digital ecosystem and identify the systems, workstreams and teams required from a technology standpoint. At the same time, the team worked on feature discovery to build out the objectives, rationale, and requirements for each feature. The discovery phase also included a significant effort in onboarding partners and co-creating shared revenue products. The team collaborated with 8 vendors to create customized products and a single sign on experience. The cross-functionality of this project significantly added to its complexity as it spanned vendors, partners and stakeholders across the entire organization.
After the discovery phase, Excelerate worked with the customer through an extensive development and QA process. While the team continued to manage the project, they stepped into gaps along the way in testing and leadership to keep the project moving forward. Through the testing and development phase, the team continued to refine and improve the project, creating new discovery opportunities throughout.
Results
The app was successfully launched, creating a digital ecosystem that linked together all the company’s existing products as well as external partners and vendors. Throughout the process, the Excelerate Team played a consistent role facilitating stakeholders, identifying risks, managing scope/timelines from discovery to implementation. The entire team successfully took an idea and turned it into the largest revenue opportunity across the company’s portfolio of products.
The launch of the app received positive feedback in the media naming the app as one of the company’s most important new products and the launch, “one of the most important dates in the brand’s history." The company’s goal is to retain 50,000 paid subscribers a year and in less than a month from launch (during a down season for their industry) they have over 20,000 user downloads.