Insider Newsroom
August 15, 2024
Insights from Growth Makers Club Melbourne: Fireside Chat with Chemist Warehouse and Mitre10
Sydney, July 18, 2024 — The fireside chat sessions provided valuable insights into the evolving landscape of e-commerce and digital marketing, featuring presentations from two distinct businesses, Chemist Warehouse and Mitre 10.
Legacy System Overhaul
Chemist Warehouse recognised the limitations of their outdated website, describing it as a “digital bandaid” and “a graveyard for broken dreams.” To address performance issues, lack of integration, and difficulties in implementing even basic changes, they embarked on a complete platform rebuild.
Data-Driven Transformation
Data analysis played a crucial role in securing internal buy-in for the platform investment. By identifying pain points, drop-off rates, and quantifying potential gains through A/B testing, the team effectively communicated the need for change to directors and stakeholders.
Building Internal Capabilities
The journey involved significant team expansion, transitioning from relying on external vendors to building robust in-house capabilities. This included hiring experts in digital design, UX, CX, and content management, allowing for greater agility and control over their digital roadmap.Future-Proofing for Growth
The new platform is designed for scalability, enabling a stronger Conversion Rate Optimization (CRO) program, streamlined processes, and a more unified brand experience. International expansion is a key strategic goal, with plans to leverage the platform’s adaptability for different markets and audiences.
Future-Proofing for Growth
The new platform is designed for scalability, enabling a stronger Conversion Rate Optimization (CRO) program, streamlined processes, and a more unified brand experience. International expansion is a key strategic goal, with plans to leverage the platform’s adaptability for different markets and audiences.
Unique Challenges of a Decentralised Model Mitre 10’s structure, with independently owned stores operating under a unified brand, presents unique personalisation challenges. The digital strategy needs to balance brand consistency with the individual needs and offerings of each store.
Location-Based Personalisation Understanding customer location is paramount for Mitre 10. Customers are primarily interested in the stock, pricing, and promotions of their nearest store, necessitating a highly localised approach to the online experience.
Fluid Customer Personas Mitre 10 recognizes the fluidity of their customer base, with individuals often transitioning between trade and DIY personas depending on the time of day and their needs. Their personalisation strategy aims to adapt to these dynamic customer journeys.Content is King, Stores are Content Creators Mitre 10 empowers its individual stores to contribute to content creation, providing authentic and localised experiences for customers. This approach ensures a constant stream of relevant content to fuel their personalisation efforts.
Both sessions underscore the importance of a customer-centric approach to digital transformation in the ever-evolving e-commerce landscape. While Chemist Warehouse focuses on rebuilding their platform for scalability and a unified customer experience, Mitre 10 navigates the complexities of personalisation in a decentralised business model. Both cases highlight the need for data-driven decision-making, strategic team building, and a deep understanding of customer needs and behaviors.
For more insights and strategies from industry leaders, stay tuned to Insider’s newsroom.
About Insider
Insider is the #1 AI-native platform for individualized, cross-channel customer experiences. Insider connects data across channels, predicts future behavior with AI, and automates cross-channel journeys, as unique as each customer, from a single platform.
Insider supports 1200+ brands globally, including the likes of Dan Murphy’s, Myer, Spotlight Retail Group, Big W and many more in Australia.
