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Building a scalable e-commerce & omnichannel commercial strategy
challenge.
KoRo, a high-growth FMCG brand, was shifting from a DTC-first business to a multi-channel operator. With growing channel complexity and margin pressure, commercial fundamentals required reinforcement. Focus was placed on three questions:
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How to build a scalable pricing architecture across channels and geographies?
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How to professionalize working capital management in a fast-growing product business?
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How to align the e-commerce and retail strategy under a unified commercial roadmap?
approach.
Framing the commercial transformation around three building blocks: 1) Pricing strategy, 2) Working capital management, and 3) E-commerce & Omnichannel strategy.
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Pricing strategy
Designing a price architecture that reflected omni-channel implications, cost structures, and brand positioning. Implementing value-, competition- and cost based pricing logic to protect profitability across geographies. Introducing governance for promotional and discounting activities to reduce erosion. Aligning pricing decisions with revenue and margin targets. -
Working capital management
Improving product -level contribution visibility to inform buying decisions. Introducing procurement guardrails based on sell-through, and capital efficiency metrics. Linking planning and replenishment with commercial demand signals to reduce overstock and capital lock-in. Defining roles and KPIs across functions to embed working capital thinking into decision-making. -
E-commerce & Omnichannel strategy
Structuring channel portfolio into strategic clusters to align with growth levers: core DTC, marketplace expansion, and retail partnerships. Prioritizing international rollout through local hero SKUs and price-pack architecture. Harmonizing content, pricing, and supply logic across platforms to improve efficiency. Building a cross-functional commercial roadmap to synchronize efforts across product, marketing, and operations
results
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​Established a pricing backbone supporting margin discipline across DTC and retail.
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Reduced working capital friction through commercially informed procurement and planning.
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Built an omnichannel framework enabling strategic channel roles, geographic expansion, and cross-functional alignment
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