Smurfit Westrock is a leading global provider of paper-based packaging solutions.
Smurfit Westrock is a leading global provider of paper-based packaging solutions.
eCommerce works differently than traditional product sales. This realization is nothing new but perfectly sums up the fundamental challenge of building Smurfit Kappa’s eShop. The goal was therefore to establish and scale the eShop as an independent business unit.
At the start, Bcomm. provided market orientation (target group & intent) to establish the performance parameters for positioning the eShop in a new competitive environment for Smurfit Kappa. The initial main focus was on Search Engine Advertising. Through focused coordination and optimization rounds, Bcomm. developed the optimal keyword set. Each user activity and outcome provided important insights for continuous optimization.
Simultaneously, Bcomm. refined the sales messages with Smurfit Kappa to engage and activate every user as intuitively as possible on each channel. By implementing the HubSpot lead management system, Smurfit Kappa can utilize its existing contact base for the eShop and establish its own lead structure in the future.
Together, we managed to increase the eShop’s revenue. Strategic advertising and precise targeting significantly contributed to this success. Result: The eShop is a complete success and has achieved a positive Return on Assets (ROA)! For the eShop team members, the collaboration provided substantial knowledge of a contact’s or buyer’s value and the ability to translate it into new business for Smurfit Kappa. The initial internal doubts about the eShop project are now a thing of the past.
