Growing a brand through a customer-centric transformation
After years of steady growth, GARDENA – a brand of the Husqvarna group – is the leading pioneer of high-quality garden tools in Europe and is represented in more than 80 countries all over the world.
While its focus on engineering-driven innovation and revolutionary design is an immense asset, GARDENA realized that it needed to deepen connections with current and future customers to continue its success story. Prophet was tasked with transforming GARDENA into a customer-centric organization, with a focus on evolving its approach to marketing and go-to-market-strategy.
Collaborating with marketing teams across key regions, Prophet established a uniform approach for GARDENA’s marketing community to think beyond product launches and selling. Prophet encouraged the adoption of an ‘always-on,’ customer-centric mindset that focused deeply on customer retention and value creation.
We instilled processes and systems, supported by easy-to-use tools and templates, to drive marketing effectiveness. The initiatives laddered up to GARDENA’s goals and were tracked to prove maximum efficiencies.
Together, with the marketing leadership, we defined the capabilities and operating model required to deliver against GARDENA’s customer-centric targets. The new operating model was designed to align capabilities along the entire consumer journey, emphasize digital effectiveness and ensure that a consistent, purpose-led brand directs the activation across traditional and digital channels. The target result was a seamless omnichannel customer experience.
A learning program was also developed to ensure the marketing community was inspired and empowered with the right skill set to make GARDENA’s ambition a reality.
Prophet positioned GARDENA to become the world class, customer-centric organization it aspired to be. A strong customer-centric mindset has now become part of the organizational DNA. The new marketing KPIs, metrics and purposeful processes deployed are boosting consumer engagement and powering a more digitally savvy GARDENA brand.
Staying in pole position requires continuous transformation. Thus, Prophet will continue its journey with GARDENA with ongoing learning programs designed to upskill its full marketing function. Additionally, Prophet will continue to build the long-term brand strategy roadmap for the business to keep customer-centricity firmly at its core.