Situation

NPSG was entrenched in the construction services category, struggling with a market image that needed to reflect its advanced capabilities and large eRetailer client base. This category significantly limited its margins and growth potential because it was an established and commoditized space. Recognizing the need for change, they contacted us to help them better position their brand and market position away from the commoditized construction services category and into a higher value, more specialized higher value niche, which better reflected their advanced capabilities in eRetail warehouse strategy, robotics, conveyance, and installation.

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Strategic Approach

We conducted extensive market research to pinpoint potential new niches, enabling NPSG to compete more effectively with large global eRetailers in the high-growth and high-value market. We then facilitated a series of workshops with NPSG's leadership and customers to forge a new strategic direction.

Repositioning from Construction services to Global E-Retailer Integrator

NPSG was pivoted to an e-retailer integrator, focusing on high-margin, sophisticated services such as eRetail warehouse strategy, robotics, and eFulfillment automation for large retailers. This repositioning included developing a new branding strategy that utilized its warehouse construction roots as a unique differentiator. 
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Implementation of the New Strategy

We developed a new messaging and brand platform, which included:

• Re-focusing the messaging that moved the company from a services provider to a strategic advisor offering a Full Lifecycle Facility design and installation, which leveraged the latest automation and robotics that assured the fastest, most efficient throughput of goods. 

• We refreshed the brand identity to a global company, renaming it NPSG Global to express its broader footprint and reach and greater appeal to the large global eRetailer companies
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Results

NPSG Global successfully transitioned into a higher-margin category, which enabled the company to attract new, global e-retail clients and expand existing ones, resulting in significantly increased revenue and tripling revenue from $200 million to $700 million in three years.

NPSG's journey from a traditional warehouse services provider to a high-value e-retailer integrator illustrates the power of strategic repositioning and the importance of aligning market perception with actual capabilities. This case study underscores the transformative impact of strategic brand realignment in achieving business growth and enhancing market presence.

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