Creating a business case for digital investment
A key pillar of the transformation programme was Ocean Insight’s digital platform was to improve communications and increase transactions using digital channels. The existing ecommerce system had limited capabilities, a poor user experience, and an underdeveloped online product offering.
Ocean Insight engaged Netcel to provide assistance and support in developing the business case for digital investment. Following a full immersion in Ocean Insights strategic objectives and business transformation plan, Netcel undertook a digital technology evaluation which looked at a range of digital experience and commerce platforms including WordPress, Kentico and Episerver, rating these across key factors including ecommerce capability, content management, personalisation, security and total cost of ownership.
Achieving the perfect harmony of content and commerce
Alongside technology evaluation, and to support the business case further, Netcel conducted customer journey mapping and website concepts incorporating the new Ocean Insight brand to help articulate the vision to senior stakeholders, so to gain their buy in and support the case for investment.
Through using a tried and tested ROI modelling tool, potential ecommerce revenue across different scenarios were constructed to assess the total cost of ownership of the new digital platform, along with the payback period. This demonstrable return on investment aligned with the ability to seamlessly blend content and commerce and its powerful personalisation capabilities resulted in Episerver being selected as Ocean Insight’s new digital experience platform.
Launched in late 2019, the new digital solution has enabled Ocean Insight to deliver their new business positioning and brand, and provided a platform for digital storytelling to guide buyers on their purchase journey, alongside delivering a class leading ecommerce experience to customers.