From Aisles to Apps: Transforming a Thai Consumer Goods Leader for the Digital Age

A prominent Thai consumer goods manufacturer, known for its household food and beverage brands available in supermarkets nationwide, partnered with Eurogroup Consulting to modernize its business for the digital era. The goal of the project was to help this established company pivot from a traditional retail-focused model to a more agile, direct-to-consumer and e-commerce savvy enterprise, ensuring its brands remain competitive and relevant to younger, tech-savvy consumers.

The company was encountering slowing growth in its conventional sales channels and increased competition from new, digitally native brands. Its marketing strategy had long relied on TV and in-store promotions, leaving a gap in online engagement and limited brand visibility on social media.

Moreover, the firm had minimal presence on e-commerce platforms at a time when Thai consumers were rapidly shifting toward online shopping for greater convenience. This weak digital footprint made it harder for the brand to capture emerging demand and reach younger, tech-savvy customers.

Internally, the organization was not structured to support rapid product innovation or direct customer feedback loops. As a result, it struggled to respond quickly to emerging consumer trends related to health, sustainability, and convenient packaging formats.

Collectively, these challenges put the company at risk of losing market share to more agile competitors if it failed to adapt its commercial and operating model.

Eurogroup Consulting formulated a digital transformation strategy tailored specifically to the consumer goods sector. A central pillar of the strategy was the development of an omni-channel sales approach, which included launching a direct-to-consumer online store and strengthening partnerships with major e-commerce marketplaces in Thailand.

In parallel, a robust digital marketing campaign was rolled out to refresh the brand’s image and improve online engagement. This campaign leveraged social media influencers, targeted digital advertising, and engaging content formats to connect more effectively with younger and digitally savvy consumers.

The solution also involved establishing a small internal innovation hub within the company. This hub was designed to explore new product lines, such as organic and eco-friendly offerings, and to rapidly prototype products based on real-time online feedback and emerging consumer trends.

To support data-driven decision-making, Eurogroup Consulting guided the implementation of a customer relationship management (CRM) system. This enabled the company to capture and analyze consumer data from online channels, personalize promotions, and improve demand forecasting accuracy.

The transformation began with pilot projects across both sales and marketing functions. Eurogroup Consulting supported the client in establishing a cross-functional digital task force that launched a pilot online store for one of the company’s popular product lines, while ensuring logistics and customer service capabilities were ready for direct-to-consumer delivery.

At the same time, a digital marketing pilot was executed for a newly launched snack product. This initiative focused on online-only promotions, with analytics used to track customer engagement, conversion rates, and sales uplift in real time.

Throughout the engagement, Eurogroup Consulting worked closely with the company’s marketing and IT teams to build internal capabilities. This included upskilling staff in e-commerce operations, social media engagement, and data analytics to support long-term digital growth.

A series of workshops was also conducted to foster a more agile approach to product development. Teams were trained to rapidly test new product concepts—such as flavors or packaging designs—with small online customer segments before committing to full-scale launches.

Company leadership remained actively involved through regular strategy sessions, where insights from the pilots were reviewed and decisions were made on how to scale successful initiatives across brands and sales channels.

Eurogroup Consulting recommended that the company institutionalize the transformation by establishing a permanent digital division responsible for e-commerce management and overall digital brand strategy. This dedicated unit would ensure continuity, accountability, and sustained focus on digital growth initiatives.

Continuous investment in technology was strongly advised. This included upgrading supply chain systems to better support online order fulfillment and leveraging advanced analytics or AI tools to extract deeper consumer insights from the CRM data, enabling more informed decision-making.

The consultancy also emphasized the importance of maintaining a culture of ongoing innovation. Regular “innovation sprints” were recommended to systematically generate and test new product ideas, potentially in collaboration with startups or through internal hackathons, to keep the product portfolio relevant and competitive.

To further expand market reach, Eurogroup Consulting suggested exploring regional online marketplaces. By leveraging the company’s strengthened digital capabilities, the firm could extend its presence into neighboring country markets with relatively low incremental investment.

Finally, building a strong feedback-driven culture was highlighted as critical. Actively soliciting, monitoring, and responding to customer reviews and feedback across digital platforms would help the company stay closely aligned with evolving consumer preferences and continuously refine its product offerings.

The consumer goods firm experienced a strong revitalization of its growth trajectory following the digital transformation. Within a year of implementation, online sales channels — which had previously been negligible — became a significant new revenue stream, with the direct-to-consumer online store and marketplace listings driving double-digit growth in total sales.

Brand engagement also increased markedly. The company saw a surge in social media followers and consistently high interaction rates across its digital marketing campaigns, reflecting stronger connections with consumers in online channels.

Importantly, the transformation enabled the company to attract a younger demographic of customers. Many of these new consumers discovered the brand for the first time through social media platforms and e-commerce, expanding the company’s customer base beyond its traditional audience.

The establishment of the innovation hub proved highly effective, leading to the successful launch of several new products aligned with health and wellness trends. These launches helped refresh the brand’s image and reinforced its relevance in a rapidly evolving consumer market.

From an operational perspective, decision-making became more data-driven and agile. Inventory levels for high-demand products were adjusted in near real time based on online sales data, significantly reducing stockouts and improving availability.

Overall, the digital transformation not only safeguarded the company’s market share but also positioned it as a forward-thinking leader in Thailand’s consumer goods industry, well equipped to compete in an increasingly digital marketplace.