Case Study: TOG Knives
Strategy and consultancy, supporting the client through product development and multi-channel growth.
THE BRAND
TOG Knives, founded by Bert Beagley-Brown in 2004, exist to bring chef quality kitchen knives to the home cook’s table. Inspired by Japanese artisan craftsmen and using a blend of traditional Japanese steel and local provenance, TOG brings restaurant-quality hardware into the modern kitchen, and is relied on by chefs worldwide.
THE CHALLENGE
The team at TOG were super lean and predominantly founder-led. They needed support to look outside of their internal ecosystem and vernacular, and see objectively how they could create growth off the back of a great set of core products.
Key challenges included the digital landscape; their ecommerce platform was sub-optimal, and they needed a way to leverage smaller budgets to compete in a saturated market.
Product development was also a consideration. With a broad product offer, there was a challenge in how best to rationalise this for new market segments.
OUR SOLUTION
Heur's team began by conducting a deep dive into TOG’s entire digital landscape and beyond. We crafted a roadmap for their onward growth covering all aspects of the funnel: awareness, acquisition, conversion and retention. This digital view was reinforced by a detailed set of recommendations for onward website migration to Shopify, and the likely people and seats needed to support their evolving growth.
Heur weaved empirical data from the digital channel analysis together with comprehensive market and product research to produce a strategy for product development and ‘good, better, best’ style market positioning.
Bringing the audit findings to the table in a series of in-person workshops allowed us to embed deeply with the founders and their wider support teams, to truly understand pain points - connecting this to Heur’s quantitative and qualitative research and thought leadership to output a strategic roadmap. As part of the execution, Heur conducted strategy reviews with the TOG team in a regular cadence to support them with the delivery of this comprehensive and multi-faceted growth strategy.
Heur drastically reduced TOG's operational overheads whilst allowing the brand to successfully migrate to Shopify and execute on a strategy that delivered significant revenue gains on long-term customer engagement.
SERVICES DELIVERED
– Roadmap for growth
– Multichannel strategy
– Commercial planning
– Ideation for NPD
– Empirical data analysis
– Trade planning
– Ecommerce migration advice
– Fractional leadership
KEY DELIVERY PARTNERS
Shopify Plus
Klaviyo
Meta
