Client Background

• Industry: Leading FMCG cooperative

• Overview: One of New Zealand’s largest supermarket cooperatives operates a network of well-known retail and wholesale brands. Its structure includes two main regional entities under a single parent organisation.

The Challenge

A large FMCG cooperative aimed to create a consistent, high-quality digital customer experience across its regional entities. However, the decentralised nature of the organisation and varying levels of digital maturity created misalignment. Each business unit had a different understanding of digital priorities, and there was no cohesive view of:

• The current and future state of digital customer capabilities.

• Supporting systems and technologies.

• Business principles for investment and prioritisation in digital and CRM.

The organisation needed a clear digital roadmap to align its operating companies and enable informed, strategic decision-making.

The Solution

Cyma applied its Digital Capability Framework to conduct a thorough review of the organisation’s digital landscape. The methodology included:

• Stakeholder Engagement: Conducted extensive interviews with executives and managers to extract implicit and explicit digital strategies.

• Capability Mapping: Created a Digital Consumer Capability Model that defined core and supporting capabilities required for a best-in-class customer digital journey.

• Technology Landscape Review: Documented and assessed current systems and infrastructure tied to customer experience.

• Workshops & Alignment:

  • Facilitated collaborative workshops to validate models.

  • Mapped systems to capabilities and identified gaps.

  • Conducted “Principles Workshops” to define guiding design and business principles for decision-making.

• Roadmap & Recommendations: Based on identified gaps, risks, and opportunities, Cyma developed a phased digital roadmap and a set of actionable recommendations for implementation.

Measurable Results

Quantitative Results:

• Delivered a comprehensive digital capability map covering customer-facing functions.

• Developed a structured roadmap with prioritised recommendations to improve CRM and digital engagement.

• Provided foundational models to inform governance processes and future investments.

Qualitative Results:

• Unified strategic thinking across regional business units.

• Created a common digital language for stakeholders across the enterprise.

• Embedded principles for consistent technology and customer decision-making.

• Empowered leadership with clear, actionable insights into capability gaps and opportunities.

Cyma’s Value Proposition 

Cyma transformed complexity into clarity for a large, federated organisation. By aligning business strategy with digital capabilities and future-facing technologies, Cyma enabled a coordinated digital transformation that simplifies decision-making, enhances customer experience, and fosters long-term digital innovation.

Their structured approach offers a repeatable model for other large organisations seeking to align CRM and digital strategies.