CHALLENGE
As a leading building supply company prepared to launch a new e-commerce initiative, leadership recognized the importance of building a more customer-centered digital experience from the start. The e-commerce rollout represented a major business priority, but the organization needed a clearer understanding of how different customer types researched, evaluated, and purchased products across the customer journey.
Like many organizations investing in digital transformation, the company also faced the challenge of aligning multiple teams around a shared customer experience strategy. Leadership wanted to ensure the new e-commerce experience was informed by real customer insights, aligned across teams, and designed to support long-term engagement from the start.
SOLUTION
Fratzke partnered with our client to help establish the strategic customer experience foundation for their new e-commerce initiative. The engagement focused on developing customer personas and journey maps that could guide e-commerce planning, customer engagement strategies, and future experience decisions before implementation.
Fratzke developed customer personas representing key audience segments and purchasing behaviors, helping the organization better understand customer goals, priorities, challenges, and preferred engagement methods. Detailed customer journey maps were also created to visualize how customers would interact with the e-commerce experience across major stages of engagement.
Key areas of focus included:
- Developing customer personas to inform e-commerce strategy planning
- Mapping customer journeys across key engagement stages
- Identifying customer needs, expectations, and friction points
- Aligning teams around a customer-centered ecommerce experience
- Establishing a scalable customer experience framework
- Supporting long-term e-commerce planning and optimization
RESULTS
The engagement gave our client a clearer and more structured understanding of its customers and how they would interact with the company’s future e-commerce experience. By consolidating customer insights into detailed personas and journey maps, leadership gained stronger visibility into customer expectations, engagement opportunities, and potential friction points before launch.
Beyond the immediate deliverables, the engagement established a long-term foundation for e-commerce and customer experience planning. Our client left the project with a scalable customer-centered framework designed to support stronger engagement, improved internal alignment, and a more effective e-commerce experience moving forward.
