OneBlade next: data & consumer insight driven proposition &; solution development

1. Stephanie Sievers
Marketing Director |
Venture Leader Philips
June 2019

2. OneBlade NEXT Venture
Data & Consumer Insight Driven Proposition & Solution Development'
Stephanie Sievers
Marketing Director |
Venture Leader Philips
June 2019

4. Meet Ryan
18-35 years, male
Trims, edges and shaves

6. trim edge shave
OneBlade is the only tool to …
… any length of hair

7. Amazing technology in the blades

8. OneBlade beyond expectations | launched in 35 countries in 3 years

9. OneBlade journey
Part I: Launch

10. If you’re not failing every now
and again, it’s a sure sign that
you’re not trying anything
very innovative.
Woody Allen

11. OneBlade journey
Part II: Loyalty

12. reliable
data
E2Eownership
speeddiscover, optimize, scale
seamless
ecosystem

13. OneBlade NEXT Venture
How to establish a long-term consumer relationship?

14. Fundamental change of our problem solving approach
Agile | cross-functional | fast try-test-learn cycles
Scale
Experimenting
Ideate solutions
PrototypeStarting from
consumer
Agile
cross-functional way of working
x6
Speed to
market

15. OneBlade NEXT 3 year plan
Explore – Grow - Accelerate
Top 2
retailer
D2C
12018 22019
Key retailer
2 Top retailer
D2CD2C
32020
Explore 2018
Grow 2019
Accelerate2020

16. 16

17. Insight & data driven solution development
Starting from the consumer, building capabilities to understand, try test & learn
Mapping needs & gaps
Building consumer centric
propositions & solutions
Understand
consumer needs & behaviors
Loyalty
Purchase
(Handle)
Product
Experience
Trigger
Re-Purchase
(Blades)
After-Care
Key
unmet
needs
x4
Sign-up rate
x2
Conversion
x3
Subscription
YOY D2C

18. Continuous optimization & scale of successes
ScaleOptimizeDiscover
Key drop outs
across OneBlade
ecosystem
E2E optimization
of US OneBlade
funnel with
cross-functional
agile team
x6 in speed
x4 in sign-up
x2 conversion
Roll-out to
all countries in
via „traditional“
teams

19. OneBlade accelerator manifesto
1. Put ourselves in our „consumers‘ shoes“
2. Fix the basics
3. Make „cracks“ visible
5. Show measurable results FAST
6. Disrupt & team up
4. Remove boundaries

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