Steering Bugaboo’s Digital Transformation: A Journey of Market Leadership
Bugaboo, a trailblazer in luxury strollers and a global presence in 53 markets, was facing intense competition from innovative challenger brands. Despite their historic strong growth, their approach to eCommerce lagged behind, threatening their market leadership. In response, Bugaboo engaged Chameleon Collective for a comprehensive digital transformation.
Chameleon Collective positioned an interim Chief Digital Officer within Bugaboo in May 2018 to shape a forward-looking digital vision underpinned by a clear success strategy. This strategic revamp included reorganizing teams, new technology investments, and the creation of an extensive growth model with a global budget for 2019. Moreover, we brought in a formidable lineup of specialists – a Consumer Data Expert, Brand Strategist, Creative Director, User Experience Designer, Website Developer, and Senior Technology Director – to expedite the vision’s implementation.
In under a year, our team accomplished what would have taken over two years under Bugaboo’s previous management. We established a sustainable internal team, paving the way for our full transition out by May 2019. In our final phase, we focused on empowering the internal marketing team to become adept digital marketers, hiring, and onboarding the remaining members of the internal digital and commerce team. Furthermore, we developed comprehensive guides for the newly transformed organization to continue leading the market and achieving sustainable growth long after our exit.