Constructing an ecommerce vision to support long-term business strategy

We started with an objective of defining an ecommerce vision and strategy. We did not only achieve that goal, but were presented with three alternative concepts that were tied to our long-term business strategy. Columbia Road helped us to open our eyes, to see where we stand, what kind of options we have, and what to do in order to get there! Erkka Lilja, Head of Process Digitalisation, Lindström Group

Key objectives

Lindström Group identified a need to revamp their ecommerce strategy. They needed help in exploring the alternatives for future ecommerce directions, and help in defining what the role of ecommerce would be for them.

At the same time, Lindström was in the midst of forming a new long-term organisational strategic business plan. Constructing and clarifying a new enhanced ecommerce strategy required taking user experience, organisation, and enterprise architecture into account. Hence, together with Lindström we decided to combine the structuring of the long-term strategy and the ecommerce concept to follow consolidated business goals.

Our approach

We started by collecting information and viewpoints from different areas across the organisation. Combining internal views with intelligence on ecommerce trends and insights on the market competition enabled us to formulate a comprehensive vision for alternative options. Based on the identified challenges and opportunities, we were able to identify three alternative directions for ecommerce strategy approaches. Each approach offered unique value propositions, expected values and challenges.

We illustrated each strategy concept from a customer journey angle by focusing on how each of the concepts would be experienced by a target segment customer. Demonstrating concepts from a customer journey angle allowed us to also clearly portray the required internal capabilities for each concept in terms of architecture, technology landscape, organisation and processes. We defined the impacted areas in Lindström’s IT system architecture that each of these concepts would affect – including areas such as business logic, operations and accounting systems.

A concept that offered a middle ground in terms of complexity and risk was chosen for further examination. The development opportunities that were omitted from the chosen concept were formulated into development phases that are valid and implementable further down the road, when the time is right.


The in-depth ecommerce strategy plan we presented based on the chosen concept, and its interactive prototype, was acknowledged to be a concrete and powerful means to fuel the ecommerce transformation and to elevate business. The whole project team agreed on the choices that were made and understood the reasoning behind.


  • Three alternative ecommerce strategy directions to envision possibilities
  • Recommendations for digital sales organisation structure 
  • Roles and responsibilities in the new organisation structure
  • Required capabilities to reach the chosen ecommerce strategy 
  • High-level roadmap to incorporate the ecommerce strategy concepts into Lindström’s long-term strategy

We made a meaningful impact by finding a new direction and concrete steps to implement a renewed ecommerce strategy for Lindström. We were able to broaden Lindström’s vision, whilst giving them concrete tools to go further.

About Lindström

Lindström Group is a textile rental service company in Europe and in Asia, offering a wide variability of services ranging from workwear, mats, restaurants and hotel textiles to industrial wipers, cleanroom and washroom services. Lindström operates in 24 countries and has over 4,000 employees.

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