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A global CPG brand set out to assess and benchmark its eCommerce capabilities across 28 core markets to identify opportunities and improve internal processes. The goal was to understand and define its level of eCommerce maturity relative to the category and address capability gaps compared to competitors.
Profitero's Commerce Advisory partnered with the team to conduct 25+ cross-functional interviews and 135 surveys to map its core Comm capabilities against global benchmarks in 10 key areas (including strategy & leadership, data & analytics, retailer digital media and supply chain).
Key inputs were analyzed and weighted to classify the brand's markets by maturity (Expert, Advanced or Novice). Global themes and opportunities were identified by region & country, which revealed a critical need for cross-functional Comm capability upskilling. The project has resulted in another scope of work in two of the brand's key regions: Europe and LatAm / Middle East.
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