ecostore
The Situation:
Back in 2009 ecostore was a tiny market player with a loyal customer base of environmentalists and a hippy fringe brand position. Armed with a pedigree back story, it faced fundamental challenges: the products didn’t work as well as mainstream brands, the formulations were at parity with other eco players, the packaging was tired and budget-looking, the marketing was same-same with no cut through, and profit margins were thin. With new financial backing, it recruited Melissa to transform it, and signed up to NZTE’s Better by Design program.
The Transformation:
A five year disruptive regenerative transformation, going from eco-led hippy fringe to health & wellbeing-led, mainstream global cool. With a few graduates recruited to work alongside, and the fabulous R&D lead Huia, Melissa started with purpose, vision and values work to lay down a foundation based on core guiding principles.
1. Discovery
Melissa kicked off research of the ecosystem - both the market (macro and industry trends, competitors, exemplars, contextual systems) and customers with research involving in situ observation and interviewing. Alongside this, in-depth life cycle analysis was undertaken, alongside the wonderful GM Operations Tony Morpeth.
2. Product Design
Melissa and the team first undertook a complete overhaul of the products. After winning over the ecostore Board to redirect Marketing dollars from print ads to invest in building product value, they started with formulations, shifting from formulations which were at parity with other eco-players and 95% plant based, to leading edge formulations that were 99% plant based with radically overhauled efficacy to work as well as the leading mainstream equivalent (like Persil or Finish).
This ran alongside the implementation of a new in-depth scientific testing framework of efficacy, environmental impacts and health effects to provide powerful proof points, working with world renowned scientists like Sir Ray Avery and third party laboratories. Using biomimicry principles, the goal was to use the least ingredients for the best efficacy - “leading science not lazy science” as Sir Ray would say. This broke new ground as was global best practice, getting noticed by Unilever team worldwide. They then invested in a full suite of accreditations. Following this foundation, Melissa and the team expanded into new high growth categories.
3. Packaging Redesign
The second cab off the rank was redesigning packaging. This involved all facets - innovating with new materials, new shapes, new labels to minimise the cradle to cradle footprint and maximise on-shelf presence. Using biomorphic inspiration, bottle shapes were redesigned to minimise the amount of plastic used, reduce the amount of parts and ensure full and repeated recyclability of all components. Working with their plastic manufacturing partner, new bottles were tested and launched using recycled plastic content from curb side collection, alongside the virgin, unrecycled component being sourced from sugar cane vs petrochemical. Regrind machines, refill stations and a bulk supply system then rolled out to complete the circular redesign of the entire system.
The graphical design of the labels were overhauled to leverage all that was distinct about ecostore already - failing to fall into the fatal trap that often plays out with Marketers - changing the logo. The existing logo, which broke every rule in branding, wasn’t changed - it was enhanced. The black and white of the photographs were extended into black and white artwork, recruiting the services of the wonderful John Reynolds.
4. Marketing Mix
Melissa then overhauled the marketing mix, adopting a Seth Godin Tribes approach to marketing, creating lovability by building a new Digi-driven fan base and an army of advocates which were fed with ongoing award-winning viral campaigns and activism orientated marketing. Whilst others sold new fragrant variants and special price bundles, ecostore got people to petition for greater disclosure of ingredients, and attend free events to listen to trusted experts talk about the importance of what you put on your body. The retail shop was converted from a sales channel to more of a ‘temple’ for the ecostore tribe and behind the scenes, Melissa worked to elevate founder Malcolm Rands as ecoman with his own book launch et al.
5. Channel Mix
Finally, they innovated across traditional channels to market, launching a community based closed loop system for refilling, reusing and recycling to create a decentralised circular solution. Repeated attempts to roll out refill stations into supermarkets were sadly too prescient for the time but were rolled out into key nationwide retail stores.
6. Operational Systems
Throughout the whole transformation, Melissa worked to embed solid business systems and processes for commercial management and scalability, enabling the roll out into new markets and channels (which the fabulous sales manager Rhonda Grigg achieved).
The Results:
ecostore achieved iconic brand status, recognised and respected globally, held up by Unilever international as best practice, awarded NZ’s most trusted, most authentic over multi years. At the time of Melissa leaving, there had been exponential sales growth through expansion into multiple new markets and new channels, and a baseline like for like uplift of 90%. The Transformation was multi award winning for its design and Marketing relaunch with Melissa personally winning the 2012 NZ Marketing Award winner for overall transformation. ecostore were held up repeatedly as industry best practice, had a number of award-winning campaigns and were referenced as a case example of Transformation by academic institutions internationally.
Side Note: It was fascinating to see where the recognition was focused. So much went to the front end marketing yet the brilliance was in the real world material changes which reflected circular design and biomimicry principles - a tad before it’s time.
Side Note 2 : Working with Ideo to help transform the NZTE better by design service experience for clients
“Melissa was recruited to transform us into marketing led company which she completed with aplomb. She transformed our product ranges, our brand, our design, our communications… that will serve us for years to come. Her winning Marketing awards is a testament to this transformation. She is leaving behind a strong platform for future growth.”
— Malcolm Rands, Founder ecostore
