Pioneering a B2C Commerce Approach for Backyard Discovery

Challenge:

Backyard Discovery, a leading manufacturer of high-quality wooden swing sets, playhouses, and backyard leisure products, had been bringing joy to families for over 30 years. Despite this, they lacked a direct relationship with their end consumers, having traditionally operated through wholesale channels. However, with the maturing of digital channels, the company recognized an opportunity to transition from a B2B to a B2C model.

Approach:

Chameleon Collective’s VP of Digital led a six-member team to spearhead this transition, armed with the latest e-commerce technology and tools. We devised a comprehensive, 360-degree consumer engagement strategy that set the stage for Backyard Discovery’s foray into the direct-to-consumer market. To create buzz around this transition and engage with their new consumer base directly, the VP of Digital masterminded a brand awareness event. This event not only announced the brand’s new direction but also served to forge a deeper connection between Backyard Discovery and its customers.

Impact:

Within six months, under the decisive leadership of the VP of Digital, Backyard Discovery had effectively transitioned to a B2C model. They had not only launched a refreshed website and expanded into Amazon’s marketplace, but also successfully executed a brand awareness event. This marked a significant step in Backyard Discovery’s journey, empowering them to connect directly with their consumers and providing them with more opportunities to create precious backyard moments for families across the United States.