The Danish furniture manufacturer required assistance in establishing a new customer relationship management system and brand platform. I worked as interim CMO, developed the strategy, and participated in the recruitment of a permanent CMO in Denmark.
Client: Grow + Digitalist
Scope of work
- New brand platform
- New global website and e-commerce
- Replatforming onto the Salesforce platform
- Store management for 300+ stores
- Content strategy
- SEM/SEO/Retargeting strategy
Based on a new brand strategy developed with the branding agency Grow, BoConcept repositioned itself towards a lifestyle-oriented brand.
The communication strategy focused on the customer group “The Cosmopolitans”, blending a global outlook with Danish design heritage. The core message — “From Denmark. To the world.” — was brought to life through a series of campaigns, including films featuring Mads Mikkelsen.
Through an inclusive and co-creative process, the entire organisation was engaged to reignite the brand from within. Selected retailers participated in pilot projects before the new customer journey was rolled out to over 300 stores worldwide.
The new operational platform was launched, fundamentally transforming how BoConcept interacts with its retailers and customers. The implementation partner, Emark, received the Partner Innovation Award at Salesforce’s annual Dreamforce event for their work on this initiative.
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Andreas Markewärn
