Digital strategy and sales platform migration to drive growth

PE-backed trade retailer

Value Highlights

Panamoure was asked by a PE fund to provide support for the migration of a portfolio company’s key sales platform. The business had never performed a large and complex digital platform migration before and was struggling to create a coherent action plan and allocate adequate resources. The PE fund also recognised that the wider business lacked the professional sales, marketing and IT skills.

What were the challenges?

Low level of knowledge of the existing platform, with no documentation relating to the configuration for the old platform
The eCommerce elements of the platform had not been configured correctly so there was a “start from scratch” vs timeline risk
The solution was already manufacturer end-of-life technology
Lack of understanding of the “customer journey” on the platform
All SEO work was carried out externally to the business
Broader IT support within the organisation was non-existent
Low e-commerce skills within the team which demanded more support from Panamoure for future eMarketing campaigns
None of the team members had previously used a CRM system

So, what did we do?

Developed a roadmap from the old platform to a successful implementation of the recommended replacement
Introduced new CRM system as part of client’s new business process
Reviewed and redesigned the application and technology stack
Mapped out a new business process for the ongoing management of the new platform with new roles and responsibilities for the team
Trained the team in eMarketing & sales effectiveness
Combined and reskilled the traditional customer support team as part of the sales team
Managed the third-party suppliers across India and the UK
Assisted the organisation in developing the digital marketing plan
Changed the culture of the business to an “internet business” mindset and less of a “builders trading” mindset

The PE fund tripled their original 5-year revenue target.

“Panamoure has helped a number of our portfolio businesses better understand and use e-commerce technologies, CRM systems and have developed quality applications to the benefit of those businesses. They have become one of our trusted partners.” – Chief Portfolio Officer