Bugaboo is the leading global brand for luxury strollers—they virtually created the category 20 years ago this year. The Amsterdam-based organization sells its pioneering products in 53 markets and maintains a global website in 16 languages. Although they have exhibited strong growth for many years, they are now on the defense in numerous markets as challenger brands have introduced increasingly innovative products while simultaneously being laggard in their approach to eCommerce. Bugaboo has engaged Chameleon Collective to drive digital transformation within the organization.
In May of 2018, we placed an interim Chief Digital Officer within their organization to help define a new digital vision with a clear strategy for success. This included re-organizing teams, investing in new technologies, and developing a comprehensive growth model and global budget for 2019. In addition to a CDO, Chameleon Collective brought in a consumer data expert, brand strategist, creative director, user experience designer, website developer, and a senior technology director to help accelerate the implementation of the vision.
Our team set out to achieve in less than one year what would have taken over two years under the prior management team.
With a sustainable team in place, we will be fully transitioned out of the company by May 2020. Our final days have been spent training the internal marketing team to be more effective digital marketers, hiring and onboarding the final members of the internal digital and commerce teams, and most importantly, developing comprehensive documentation that illustrates the most effective way for this newly transformed organization to lead in the market and continue to grow and be effective long after we have left.
Samples from both their social channel and their website. Our team helped bring the updated brand positioning for Bugaboo to life.
Bugaboo’s marketplaces, globally, fell under the remit of the Interim Chief Digital Officer.