eCommerce Success with Coca-Cola, Google, and SCJohnson

Jeff Geheb

If you think about eCommerce today, it’s not just clicking ‘Add to Cart’ anymore. It’s this whole universe built on strategy, technology, and creativity, and VML’s solutions bring all of that together seamlessly.

Jeff Geheb

So, at the core of their eCommerce portfolio’s magic are these offerings—Commerce Strategy, Mobile Commerce, and Performance Optimization—just to name a few. Each of these isn’t just a standalone service, it’s like, you know, a puzzle piece in this much bigger picture that drives both efficiency and revenue for businesses working in B2C or D2C markets. And honestly, it’s this holistic approach to eCommerce that I find super interesting.

Jeff Geheb

Let me break it down a bit. Commerce Strategy works on creating these tailored experiences for consumers, taking insights and turning them into actionable strategies. Then you’ve got Mobile Commerce, which, as you’d expect, zeroes in on making the mobile experience fast and easy because let’s face it, we’re all glued to our phones. And Performance Optimization, well, that’s about squeezing every drop of value from online engagement—whether it's through SEO, conversion rate optimization, or even growth hacking. These are the gears making the eCommerce engine run, if you will.

Jeff Geheb

Now, the real magic happens when these sub-offerings work together. You take something like Coca-Cola’s eCommerce toolkit—this was a project where they didn’t just provide one-size-fits-all solutions. Instead, they aligned tools to Coca-Cola’s specific needs. They looked at strategy, then layered on their UI design, content optimization, and more. And the result? A toolkit that doesn’t just keep the brand competitive but also builds on customer loyalty. That’s a win-win, right?

Jeff Geheb

And none of this happens without leadership. Someone like Chris D’Alessandro, for example, brings an extra layer of expertise, especially in Analytics and Strategy. It’s not just about creating solutions but also interpreting data in a way that shapes what those solutions look like. This kind of high-level insight is why VML’s portfolio has such a strong impact—not just for global giants like Coca-Cola but also for other major players like Samsung and SCJohnson, who have benefitted in similar ways.

Jeff Geheb

And speaking of leadership, it’s really this team-driven mindset that elevates their offering to another level. They’re not just building eCommerce solutions; they’re creating ecosystems that connect brands directly to customers in authentic, meaningful ways. And that, more or less, is the foundation of this portfolio.

Jeff Geheb

So, looking ahead to 2025, VML’s growth strategy is, well, ambitious but also incredibly calculated. They’re taking a two-phased approach—starting with March, focusing on North America and EMEA, and then rolling into April and May with broader enterprise initiatives. One big piece in all this is the Center of Excellence, which is kinda like their think tank for innovation and resource allocation. I mean, this is where they’re consolidating expertise from technologies, platforms, and legacy brands to scale their reach globally.

Jeff Geheb

And it’s not just about preparing internally. They’re actively prospecting across a really diverse set of industries—automotive, technology, beauty, you name it—names like Google, Volvo, even brands in food beverage like Kraft and Zespri. These aren’t just random partnerships. They’re strategically targeting markets where their eCommerce solutions have the potential for, you know, maximum impact. Take Google, for example. Think about integrating performance marketing or growth hacking into the tech ecosystem there. It’s practically a no-brainer.

Jeff Geheb

What’s also fascinating is how they’re narrowing down their prospecting efforts with brands like Kohls and Sherwin Williams. There’s a certain logic here—they’re looking at industries that not only have untapped potential but also ones that align with VML’s existing strengths, like, say, retail performance media or omnichannel strategies. And really, what stands out is their ability to adapt solutions to each client. They’re not about, you know, cookie-cutter approaches.

Jeff Geheb

But at the same time, these growth initiatives hinge on collaboration. I mean, they’re aligning with regional teams, holding sync-ups to identify opportunities, and even leveraging Salesforce for organic prospecting. It’s all about making connections, building relationships, and creating tailored plans that drive, not just revenue, but long-term partnerships for the brands they work with.

Jeff Geheb

And honestly, drilling into why these industries and brands are being prioritized—

Jeff Geheb

Alright, let’s talk about some real-world wins—starting with SCJohnson and Danone. These are brands that operate in high-stakes industries like food and beverage, and consumer goods, where competition is tough and margins are thin. With SCJohnson, VML brought in tailored eCommerce campaigns and toolkits that didn’t just check the boxes but really moved the needle. Think about it—everything from performance marketing to UX design was aligned with their customer touchpoints, and that resulted in tangible growth. I mean, it’s not just theoretical strategies; these are measurable, impactful solutions.

Jeff Geheb

And Danone? They took things to another level with media performance optimization. By dialing in their digital presence and blending it with strategic customer engagement, they didn’t just amplify brand visibility—they turned it into actual market share gains. It’s this knack for rethinking eCommerce as more than a shopping cart that makes VML, well, VML.

Jeff Geheb

But success doesn’t stop there. The future opportunities in tech and automotive are incredibly exciting. Think about companies like Google or Volvo. Imagine integrating CRM tools with Volvo’s customer experience or infusing Google’s ecosystem with performance marketing tactics. To me, this is where the storytelling aspect comes in—taking complex systems and interweaving them with designs and strategies that feel intuitive, almost natural, to the end user. It’s kind of like writing a great plotline, where every piece builds toward a meaningful climax.

Jeff Geheb

And what really sets VML apart is how they bring it all together—CRM, Performance Marketing, and UX/UI Design. These aren’t just buzzwords; they’re tools that create competitive edges. CRM, for example, builds loyal relationships; Performance Marketing drives measurable results; and great UX design ensures that every interaction, no matter how small, adds value. At the enterprise level, it’s this harmony of creativity and strategy that makes all the difference.

Jeff Geheb

So, as we look ahead, it’s clear that VML isn’t just about success stories from the past. They’re leveraging those wins to expand their footprint, collaborate with new industries, and continue innovating in eCommerce. And for me, that’s what’s so inspiring about their journey—it’s not just about selling solutions; it’s about building connections and evolving with the ever-changing demands of today’s digital world.

Jeff Geheb

And on that note, that’s all for today. Thanks for sticking with me as we explored these exciting opportunities, and here’s to more stories of innovation and success in the future. Take care, and we’ll catch you next time.