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Overview
We provided consultation to our client regarding the discontinuation of one of their heavily marketed products from their eCommerce and digital marketing assets. Keeping the goals in mind, we created a product phase-out strategy. This strategy was designed to reduce any disruptions with the client’s available products.
Location
Canada
Client
International CPG Brand
The Opportunity
We assisted our client in phasing out a core product from their brand assets while minimizing disruption to the client’s other product lines and the overall customer experience.
The Plan
We helped our client seamlessly remove their product from all eCommerce listings. We also ensured that their ability to continue offering other products was not affected and wouldn’t cause any disruption to their website experience.
We also developed a marketing and communications strategy to inform customers regarding the product discontinuation. This included a focused social media marketing strategy to maintain customer engagement during this period of brand transitioning.
The Results
Our client successfully phased out the discontinued product with minimal negative publicity and disruptions to their operations. To avoid any negative customer expectations, their customers were kept informed about product availability and our client’s e-commerce listings throughout the transition period.
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