Development of a digital strategy for Van der Plas Group

For Van der Plas Group, a leading wholesaler and exporter of flowers and plants, we developed a comprehensive digital strategy. With a focus on enhancing both the customer and employee experience, we integrated digital tools and platforms to streamline internal processes and strengthen service orientation.

In this case study, we outline our approach and solutions for Van der Plas Group’s digital strategy, following the four phases of our proven Discover, Decide, Design, Deliver model.

Discover: Gaining insights and understanding challenges

The development of the digital strategy was initiated through discussions about the new webshop for Van der Plas, a subsidiary of Van der Plas Group (VDP Group). It became clear that changes in the digital landscape introduced both new opportunities and challenges for employees and customers alike. These conversations highlighted the need for a broader digital strategy that goes beyond just webshop optimization. Challenges such as "how do we attract more new customers to the webshop?" were incorporated into the digital strategy.

During this phase, we conducted in-depth discussions with key stakeholders, including sales, marketing, logistics, customers, and suppliers. We mapped out the customer and staff journeys to identify the main challenges and opportunities. Our strategists even attended two customer visits in England and France to gain deeper insights into Van der Plas' processes and interactions.

Decide: Setting priorities and determining directions

With all insights on the table, we then established priorities. We analyzed and quantified the information from the Discover phase to define clear goals and priorities. This process involved identifying both shared and department-specific challenges, ensuring the development of a comprehensive approach that would be embraced across all levels of the organization.

A key aspect of this phase was discussing and determining the digital features that would have the greatest impact on the customer and employee experience. These features were then prioritized based on urgency, feasibility, and potential impact.

Design: Develop strategy and functionalities 

In the Design phase, we developed the blueprint for the digital strategy, where the prioritization of features was elaborated into a detailed plan. This phase included the design of both the technical and process aspects needed to successfully implement the digital strategy.

One of the innovative approaches in this phase was documenting the entire strategy in a "podcast-like" recording. This recording makes it easy for all stakeholders to understand and share the vision and key points of the strategy within the organization. In this way, we ensure that the strategy is accessible and understandable for everyone.