Summit Trade, a Czech distributor of outdoor clothing, tasked us with developing a new business strategy to redefine their brand positioning and harmonize their B2B and B2C channels.
We conducted in-depth research, including data analysis and customer interviews, to understand the needs of both segments. By triangulating data and collaborating with the client, we prioritized functionalities for the B2B portal and proposed a concept for synergy between both channels.
The result was an 80% YoY growth in revenue, with the project investment returned within 3 months.

Summit Trade, český distribútor outdoorového oblečenia, nás oslovil s cieľom priniesť novú obchodnú stratégiu, ktorá zosúladí B2B a B2C kanál.
Aby sme pochopili potreby oboch segmentov, vykonali sme hĺbkový výskum so zákazníkmi. V spolupráci s klientom sme prioritizovali funkcie pre B2B portál a navrhli ako pristúpiť ku synergii oboch kanálov.
Výsledkom bol 80% medziročný rast tržieb, pričom investícia do projektu sa vrátila do 3 mesiacov.

# Contact person:

Martin Mikloš, E-commerce Project Manager

# Description:

Summit Trade, a Czech distributor of outdoor clothing and a safety guarantor in the mountains, approached us to develop a new business strategy, redefining their brand positioning and propose digital channels that would fully support new concept.

As they distribute their products both to B2B resellers and directly to end consumers, they needed to harmonise these two channels to avoid cannibalisation.

We were facing a challenge: “How might we design the digital communication in a way that out B2C customer still gains added value from our services, while our B2B resellers sees us as support to their business?”

At the same time, Summit Trade was struggling with technological debts and currently strives to achieve their business goals through new digital channels.

In the initial research phase, we conducted a detailed data analysis of both channels and extensively researched customer needs through interviews with both B2C and B2B customers.

With B2B resellers, we focused on both the perceived distributor role and on digital channel itself = the B2B portal, it’s current problems and desired future functionalities. We discovered varying responses and sub-groups within B2B clients, which prompted us to create a survey to gather feedback from nearly 30 clients.

After triangulating the data, we confidently assess the desirability of functionalities of the B2B portal. Collaborating with the client, we determined the viability and assumed feasibility of each functionality, leading to creation of a thoroughly prioritised backlog for future use.

Following the research, we organised an intensive ideation workshop to propose a concept for synergy of both channels.

The collaborative approach resulted in a strategically aligned business model for Summit Trade. In the next phase we redesign of B2C website and B2B portal using inputs (results, insights) from the discovery phase. Both of them are being gradually implemented.

# Results:

80% YoY growth in channel revenue. The project investment was returned within 3 months after launch.


Summit Trade, a Czech distributor of outdoor clothing, tasked us with developing a new business strategy to redefine their brand positioning and harmonize their B2B and B2C channels. 

We conducted in-depth research, including data analysis and customer interviews, to understand the needs of both segments. By triangulating data and collaborating with the client, we prioritized functionalities for the B2B portal and proposed a concept for synergy between both channels. 

The result was an 80% YoY growth in revenue, with the project investment returned within 3 months.

Summit Trade, český distribútor outdoorového oblečenia, nás oslovil s cieľom priniesť novú obchodnú stratégiu, ktorá zosúladí B2B a B2C kanál. 

Aby sme pochopili potreby oboch segmentov, vykonali sme hĺbkový výskum so zákazníkmi. V spolupráci s klientom sme prioritizovali funkcie pre B2B portál a navrhli ako pristúpiť ku synergii oboch kanálov. 

Výsledkom bol 80% medziročný rast tržieb, pričom investícia do projektu sa vrátila do 3 mesiacov.

Rebranding Summit Trade and aligning B2B/B2C channels drove 80% revenue growth

Lighting Beetle partnered with Summit Trade to develop a new business strategy, harmonizing B2B and B2C channels. Through data analysis and customer research, we achieved 80% YoY revenue growth, with a full ROI in just three months.

Lighting Beetle spolupracovalo so Summit Trade na vytvorení novej obchodnej stratégie a zjednotení B2B a B2C kanálov. Vďaka dátovej analýze a prieskumu potrieb zákazníkov sme dosiahli 80% medziročný rast tržieb a návratnosť investície už za tri mesiace.

Rebranding Summit Trade a zladenie B2B a B2C kanálov zvýšilo tržby o 80 %

V skratke

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