FATBOY

BACKGROUND
FROM THE NETHERLANDS TO THE WORLD — Fatboy's story began in 2002 with an oversized beanbag. It soon became clear that the entire world wanted to sink down on this unexpected replacement for the chair. In homes, on terraces and at events - everywhere, you saw people sitting and hanging out on our products with big smiles. With a no-nonsense Dutch approach and an international team, Fatboy transform lots of homes, gardens, offices and parties into happier places. With furniture, lamps, home accessories, garden furniture - and of course with their trusty classic: the beanbag. 

QUESTION
Fatboy struggled with two issues, leaving turnover and development opportunities unsatisfied:

 

• The rise of e-commerce has transformed the retail landscape for Fatboy. The brand was strongly represented in the retail landscape, but failed to grow as an e-commerce player. However, with the rise of digital technologies and the proliferation of communication channels, customers now expect a seamless transition between offline and online channels when interacting with a brand.

 

• Fatboy struggled with their brand image. Fatboy gained international recognition with its iconic Bean Bag, appropriately named "The Original." This oversized, comfortable bean bag quickly became a symbol of the brand's playful and laid-back approach.  A huge commercial success that on the other hand overshadowed the unique and innovative wide range of Fatboy's products that combine functionality, style and a touch of humour. Most of their target group was not familiar with their wide lifestyle range.

 

Fatboy asked me to set up a strong e-commerce strategy and encompassing a visionary approach to redefining consumers' perception of their product range.

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RESULT​
Online shopping has gained tremendous popularity due to its convenience, wider product selection and competitive pricing. Fatboy treated each channel independently, resulting in fragmented and disconnected customer experiences and product awareness.  

 

We developed an omnichannel marketing strategy. Omnichannel marketing encompasses a holistic approach that enables Fatboy to engage with customers across various platforms, such as websites, social media, physical stores, call centers and more. By adopting an omnichannel marketing approach, Fatboy managed to provide a seamless, personalized, and convenient experience for their customers. This increased customer satisfaction, overall product awareness, loyalty and ultimately business growth.

 

A number of effective omnichannel marketing examples:

 

• Persona’s to understand customer needs.

• Leverage data analytics to improve customer engagement and overall sales.

• Customer journey to encompass the various touchpoints and interactions the customer has with the brand throughout their decision-making process.

• A strong e-commerce website which allows the brand to reach a global customer base and sell their wide product range.

• Brand stores, integrating online and offline channels to provide a seamless shopping experience.

• Customer experience: enhancing the overall customer experience through excellent service, easy checkout processes, and hassle-free returns is crucial for building customer loyalty.

• Marketing tactics such as: social media, retargeting campaigns, cross- and up selling products, recognizable content strategy.

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