Maximizing Revenue from the “Digital Shelf”

Clarifying the Problem to Be Solved:

General Mills recognized a void in the online food retailing space and saw an opportunity to drive greater revenue from the “digital shelf.” Specifically, they were seeking to define the best online shopper experiences and to help position their brands and retail partners to capitalize on those experiences.

Fathom Consulting (formerly Evantage) was enlisted to help frame and answer a number of important questions:

  • Which shopper (user) experiences will influence purchase behavior?
  • Which features and types of content, delivered during the shopping experience will drive consumer engagement and purchase?
  • What best practices from other online shopping experiences can be applied to online grocery retailing?

Designing an Actionable Solution

Through a collaborative workshop Fathom Consulting and General Mills collaborated to determine the key areas of analysis and the best criteria to evaluate. Fathom Consulting designed a methodology and a priority ranking system that would provide baseline and comparative information back to General Mills and would help build knowledge internally and externally. In total, more than 50 features were examined on desktop and mobile platforms for more than a dozen online retailers.

Impacting Business Outcomes

  • Strengthened General Mills position as a thought leader in the grocery e-commerce space
  • Driving category growth in key online segments
  • Elevated organizational knowledge and understanding of challenges and opportunities in digital grocery marketplace
  • Showcased opportunities for specific improvements in individual and collective shopper/user experiences

 

Facilitating Strategic Planning & Partnership

Clarifying the Problem to Be Solved:

St. Francis Medical Center was faced with change on every front. Externally, new competition was emerging as they worked internally to evolve a partnership model that brought together four provider entities. Fathom Consulting was engaged to design and facilitate strategic planning sessions with the purpose of building commitment around the partnership strategy, ensuring St. Francis’ ability to achieve the vision and mission of community-based healthcare.

The approach to this complex challenge began by clarifying key questions to establish clear objectives:

  • How can relationships be galvanized amongst Joint Committee Members, board representatives and staff members?
  • How can alignment around partnership values and prioritized initiatives be achieved and made actionable?
  • How is commitment to the strategy realized – ownership, development and implementation?

Designing an Actionable Solution

Fathom Consulting structured and led a series of collaborative sessions that included more than 30 participants representing different parts of the partnership. Reframing of the partnership was predicated on the five strategic pillars. Top priorities and specific initiatives were developed for each pillar, with assigned ownership and measures.

  • Who do we serve? (People & Community)
  • What do we offer? (Services)
  • How do we work? (Infrastructure)
  • Who are we? (Culture)
  • What is our message? (Brand)

Impacting Business Outcomes

  • Clarity of business purpose
  • Aligned leadership team
  • Long-term financial viability