How Peak Marketing Became an Australian Leader in Branded Merchandise Through eCommerce Innovation

With a legacy spanning 40 years, Peak is synonymous with high-quality branded services and consulting, ensuring brands are perfectly represented across a wide range of promotional items, garments, mugs, and more.

Boasting a sophisticated supply chain, Peak is well-positioned to meet the demands of international brands.

However, the company recognised its future growth, particularly in attracting new customers and servicing its large B2B clientele, required a robust digital transformation—specifically an advanced eCommerce ecosystem.

The board understood the necessity but lacked a clear roadmap to achieve this vision.

Greg Randall began by collaborating closely with the board to clarify their business aspirations for the next three to five years. Greg then conducted an audit of the existing eCommerce and digital landscape to understand the current state.

Greg then analysed both customer-centric data and broader consumer market trends, which enabled him to gain insights into what future customers would expect from a business like Peak Marketing.

The combination of insights, current state audit, business-wide strategy, and Greg's 25 years eCommerce planning experience culminated in an eCommerce roadmap outlining:

#1. Requirements for a new eCommerce platform and its desired look and functionality

#2. The structure of the new customer acquisition function and how technology would drive its scalability

#3. The framework for customer retention, leveraging technology for sustainable growth

#4. Integration strategies for new technologies with existing business systems to ensure seamless data sharing

#5. A clear phase one project plan designed to cover the basics, leap towards the future state, and achieve a compelling ROI

Vendor and Technology Selection:

After board approval of the transformation document, Greg worked closely with Peak Marketing to identify and select the most suitable eCommerce vendor and platform.

Implementation and Collaboration:

This collaborative process extended to the activation of the phase one project with the chosen vendor, ensuring that execution met the highest standards required to fulfil Peak’s strategic business objectives.