The Strategic Role Of Sales Content Management For Omnichannel Customer Journeys: The Bioline Jatò Case

This case discusses the steps and decisions faced by Bioline Jatò, an Italian high-end professional cosmetics and skincare company, to create and enhance their customers’ omnichannel journeys through improved, strategic sales content management, in the broader context of the company’s digital sales transformation.

More specifically, the case illustrates the relevance of (first) mapping the customer journey across different touchpoints and reflecting on the corresponding corporate goals, ideally for different segments and stakeholders (i.e., the different company objectives for each phase of the customer journey/the selling process, for each target), and matching the most appropriate sales contents with each phase, objective, and target; (second) assessing existing sales contents to understand what is missing and needs improvement; and finally (third) managing sales contents strategically through a step-by-step roadmap for creating, storing, delivering, sharing, and analysing sales contents, across different touchpoints for effective omnichannel customer journey management. The case also helps students reflect on the need to adopt an omnichannel strategy to gather information about customers, in order to make the best decisions to improve their overall journeys and experiences, manage the appropriate sales contents, and ultimately reach the goals a company has, customer by customer (or at least segment by segment, for different stakeholders at different levels of the distribution channels).

The final results of the case discussion are: i) a process model for mapping customer journeys, matching them with company objectives and adequate sales contents; ii) a decision-making tree for assessing existing sales contents and identify what is missing and how to improve it; iii) a sales content management roadmap, that identifies the strategic role sales contents play in creating omnichannel customer journeys, once the latter have been accurately mapped. The role of digitally-enabled customer relationship management (CRM) systems to improve omnichannel customer journeys and increase sales contents’ potential is also highlighted.