Omnichannel Customer Strategy for LG
Analysis and proposal for omnichannel transformation focused on ecommerce, registered-user acquisition, CRO, inbound, and customer experience.
Type
Academic group project
Area
Customer Strategy · Omnichannel · Digital Transformation
Tools
Excel · Scenario modelling · GA/CRM KPI logic
Techniques
CRO scenarios · Inbound strategy · Registered-user acquisition · ROI / ROAS · CAC · CLV:CAC
Output
Omnichannel strategy + financial scenarios
Value
Group project where we analysed an omnichannel strategy for LG using ecommerce, CRO, inbound, registered-user acquisition, and financial scenarios to prioritise customer levers.
Modelled annual investment
ProjectedModelled development and technology
ProjectedShopify/dev and personalisation
ProjectedLogistics/omnichannel integrations
ProjectedProjected revenue in target scenario
ProjectedProjected conversion in target scenario
ProjectedProjected ROAS in target scenario
ProjectedProjected ROI in target scenario
ProjectedProjected CLV:CAC in target scenario
Projected01 / Fast scan
Case in 60 seconds
A quick scan of the case: what was happening, what needed to be solved, what I did, and what value is demonstrated.
Situation
SIn electronics ecommerce, sales growth does not depend only on buying traffic. Visit quality, registration, omnichannel journey, and post-click experience shape conversion, recurrence, and profitability.
Task
TGroup project where we analysed an omnichannel strategy for LG using ecommerce, CRO, inbound, registered-user acquisition, and financial scenarios to prioritise customer levers.
Action
A- 01Diagnose acquisition, conversion, and omnichannel experience.
- 02Define main 35–65 audience and secondary gamer audience.
- 03Allocate budget by objective and channel.
- 04Model base and target scenarios.
Result
R- The plan targeted a 25% increase in contactable base and combined acquisition, inbound, registered users, CRO, and retargeting.
- The base scenario projected 0.60% conversion, €600 AOV, 45,900 orders, €27.54M revenue, 7.1 ROI, and 8.04 ROAS.
- The target scenario projected 0.70% conversion, €650 AOV, 53,550 orders, €34.81M revenue, 9.24 ROI, and 10.47 ROAS.
- Useful for customer strategy, ecommerce, growth, CRO, and digital transformation.
- The case shows how to prioritise commercial levers with financial scenarios, not only campaign ideas.
- 850.000 € · Modelled annual investment (Projected)
02 / Context
Problem
This section explains the business or analytical challenge before going into technical detail.
02.1
Executive summary
Omnichannel strategy case to prioritise registered acquisition, ecommerce conversion, inbound, and customer experience. The value lies in connecting CRO hypotheses with budget, CAC, CLV, ROI, and ROAS.
02.2
My role
Academic group project. I contributed to structuring scenarios, metrics, omnichannel logic, budget, and business interpretation of ROI/ROAS/CAC/CLV.
03 / Method
Approach
Methods, tools, and workflow. This shows how I structured the analysis.
03.1
Data & methods
- Annual investment model of €850,000: €637,500 in media, €100,000 in development/technology, and €112,500 contingency.
- Media allocation: €382,500 performance, €95,625 affiliate, €63,750 content/influencers, and €95,625 agency/tools.
- Visual technology-budget detail: €40,000 Shopify/dev & personalisation, €30,000 logistics/omnichannel integrations, €20,000 tools/licences, and €10,000 creatives.
- CRO scenarios with visits, conversion, AOV, revenue, margin, ROI, ROAS, CAC, CLV, and CLV:CAC.
- Proposed dashboards: quarterly branding, monthly performance, and weekly campaigns.
03.2
Process
- 01Diagnose acquisition, conversion, and omnichannel experience.
- 02Define main 35–65 audience and secondary gamer audience.
- 03Allocate budget by objective and channel.
- 04Model base and target scenarios.
- 05Translate results into dashboard KPIs and investment decisions.
04 / Decision
Evidence and impact
Outputs, findings, and implications translated into decisions or professional value.
04.1
Key findings
- The plan targeted a 25% increase in contactable base and combined acquisition, inbound, registered users, CRO, and retargeting.
- The base scenario projected 0.60% conversion, €600 AOV, 45,900 orders, €27.54M revenue, 7.1 ROI, and 8.04 ROAS.
- The target scenario projected 0.70% conversion, €650 AOV, 53,550 orders, €34.81M revenue, 9.24 ROI, and 10.47 ROAS.
- Unit economics improved in the target scenario: €19.84 CAC, €108.23 CLV, and 5.45:1 CLV:CAC.
- The visual table separated active acquisition/conversion investment from platform, integrations, and creative investment, avoiding treating everything as media spend.
04.2
Business implications
- Useful for customer strategy, ecommerce, growth, CRO, and digital transformation.
- The case shows how to prioritise commercial levers with financial scenarios, not only campaign ideas.
05 / Close
Professional close
Limitations, next steps, and available assets. This keeps the case honest and actionable.
05.1
Limitations
- Academic group project.
- Projected scenarios; not actual LG results.
- Does not include access to internal CRM, ecommerce, or analytics.
05.2
What I would do next
- Connect scenarios with actual ecommerce/CRM data.
- Run CRO experiments by category and source.
- Build a live dashboard with sales, CVR, AOV, CAC, and recurrence.
05.3
Assets
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