Digital Transformation Consulting

The client, an e-commerce giant, faced the challenge of helping its small and medium-sized business (SMB) sellers effectively utilize targeted advertising, as most were unfamiliar with the processes and benefits, resulting in minimal ad spend and limited reach. To address this, Accenture collaborated with the client to develop a comprehensive technical infrastructure, including a revamped self-service ad portal that was more user-friendly and integrated with advanced data, AI, and generative AI capabilities. This new platform provided real-time, customizable advertising strategies and targeted suggestions to optimize ad spend returns. Additionally, a suite of tools was introduced to boost sellers’ confidence in advertising investments, along with AI and gen AI features that offered post-call summaries and live campaign insights, enabling sellers to make data-driven decisions.

To facilitate effective engagement, the solution also incorporated One CRM and OneGlass systems for seamless management of conversations, activities, and follow-ups, automating personalized communications via emails, WhatsApp messages, and campaign recommendations. A dedicated team, including campaign strategists, media managers, data analysts, and support agents, was trained with sales playbooks and predictive modeling resources to ensure high-quality support and foster trust through regular human interaction and multi-channel communication. As a result, the initiative led to over 30% year-over-year growth in ad spend, with many zero-spenders converted into active advertisers, significantly increasing their reach and revenues. This tailored combination of technology and personalized support empowered thousands of SMBs to gain maximum value from advertising, driving their growth and the company's revenue stability.