As a large interior design company, our client is faced with questions such as what the future-proof strategy is in the digital age, how the relationship between brick & mortar stores and online shops should be managed and which are the relevant touch points for a targeted customer journey in the medium term.

Following a status quo analysis of the market and competitors, we conduct a qualitative target group analysis in order to understand their core needs and the most important elements of the customer journey.

Based on this, we develop a vision for the digital space and derive missions including the respective strategic fields of action. We define specific goals and translate these into measurable success indicators. We use these to assess the relevance of the available touch points and position them along the customer journey. In the touch point architecture, we specify the tasks of the individual touch points and their networking and interaction, among other things.

We then determine and prioritise the most important content and topics for the digital space. At the end of the project, we work with the client and agency partners to identify the resulting implementation projects and place them on a roadmap.

The central result of our project is a digital strategy as a clear target definition for all digital activities in the German market and the corresponding roadmap. The comprehensible prioritisation of topics and digital touch points with regard to the defined core target group and the localisation of these in a touch point architecture represent concrete strategic guidelines for implementation by the existing agency partners.