Omnichannel Marketing, Direct-to-Consumer (D2C) and E-Commerce Strategy

The goal was to develop an omnichannel strategy that optimizes all digital touchpoints, creating a seamless and value-enhancing customer journey. The focus was on building D2C capabilities, crafting a unique brand experience, and integrating an in-house e-commerce channel. Additionally, the entire online marketing approach had to be holistically customer-centric, serving as a guiding principle for the entire online marketing infrastructure.

The foundation was rooted in establishing a profound understanding of D2C, with building loyal customer relationships at its core. We combined exploratively identified customer expectations with Festool’s monetary value to lay a solid groundwork for subsequent steps. Next, we conducted a gap analysis of Festool’s operational and technical capabilities. These insights guided the business-case-driven planning of the future omnichannel marketing ecosystem. With a clear D2C vision, we defined the user experience and established processes to keep it current. We also detailed the value proposition for Festool’s in-house e-commerce and developed prioritization routines for constructing the ecosystem. Lastly, we introduced an OKR-based planning method to dynamically and effectively implement the strategy.

With the newly crafted omnichannel strategy, Festool successfully enhanced its standing as an online marketing industry leader. By emphasizing D2C and implementing its own e-commerce system, the company began forging even closer ties with its customers, enabling direct monetization as an additional sales channel alongside traditional retail.