Case Study: Spendless Shoes

Duration: Feb 2022 - March 2023

Spendless Shoes is a leading Australian footwear retailer, known for offering a wide range of stylish and affordable shoes for the entire family. Established in 1988, the company has expanded to over 200 stores across Australia and New Zealand, catering to the diverse needs of its customers. Spendless Shoes prides itself on providing excellent customer service, on-trend designs, and value-for-money products, making it a popular choice for footwear enthusiasts in the region.

The Challenge : data-driven insights & growth strategies

The aim of this engagement was to thoroughly review Spendless Shoes' marketing efforts and collaborate on creating a strategic plan, budget, and reporting model for the 2022/2023 fiscal year. This analysis focused on co-defining growth strategies by effectively assessing current marketing initiatives, identifying areas for improvement, and establishing a cohesive framework to drive success and growth for Spendless in the upcoming year, while ensuring full support and resources to enable the marketing team's success.

The Approach

Delivered three projects over 12 months (Feb 2022 - Mar 2023), including an initial strategic focus program for the Agile Strategic Framework and reporting model, followed by two 6-monthly reviews.

  • Undertaking a detailed assessment of existing marketing efforts.

  • Gaining valuable input from key stakeholders via interviews.

  • Creating a data reporting model informed by a comprehensive customer data evaluation.

  • Co-developing an agile strategic framework 👇 through a collaborative two-day workshop.

The Outcome

  • In partnership with the Chair, CEO, and executive team, forged a unified core brand strategy.

  • Determined and delineated customer segments, focusing on growth opportunities & segments.

  • Crafted a strategic plan that balances long-term {brand} strategies and short-term {performance} strategies, balancing both revenue and brand value growth.

  • Delivered a well-defined strategic plan and roadmap, accompanied by a comprehensive reporting model for ongoing measurement and analysis and supported by a strategic focus paper.

  • Implemented growth strategies that demonstrated rapid progress as evidenced by revenue growth.

  • Implement a measurement system or scorecard utilising the digital health tracker.

Key Learnings

  • When board members join the conversation, it's easier to align everyone's ideas, especially in a company culture that values open discussions and input.

  • You can create effective strategies quickly if you make them a priority, invite key people to collaborate, and follow a clear system for gathering feedback.

  • Marketing gained support for long-term brand goals by showing how they'd bring a solid return on investment and make a positive impact.

  • A great company culture, like the one at Spendless Shoes, makes it easier for teams to embrace new ways of working and adapt to growth plans.

"The process with Jane took four weeks but enabled us to achieve so much. Getting her external help allowed us to fast-track the implementation of data-driven decision-making within our team, as we now have the tools to make that happen. Jane engaged with so many different people in the organisation. She adapted her process to work within our team to build on existing value. She engaged with everyone from the Chair to our agency partners to give us the tools to create a clear, aligned, actionable path forward. My biggest surprise was how easy the process was and how supported I felt on the journey. I would recommend Jane to any business looking for alignment, clarity and a path forward for their digital strategy and roadmap". Claudia Impedovo | Head of Brand, eCommerce & CX

"Through her engaging approach, Jane successfully bridged the gap between the Chair, CEO leadership and marketing team, ensuring a shared vision for everyone. Her ability to connect with people across all organisational levels and embrace diverse opinions promotes a collaborative atmosphere. Jane's emphasis on inclusive, respectful conversations not only bolsters creative thinking but also secures unanimous buy-in. We have collaborated with Jane on three separate projects, recognizing the immense value her marketing analysis and continuous optimization bring to our strategic planning Endeavor’s.". Jaimee Charlton | Chief Operating Officer

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