FROM HERITAGE TO SCALE – POWERING GLOBAL GROWTH THROUGH DIGITAL BRAND EXPERIENCE

Strategi

Marshall is not just a product — it's a feeling. From the stages of Woodstock to
bedroom studios the world over, the Marshall name carries weight. When Zound
Industries and Marshall merged to form Marshall Group, the new entity inherited
both extraordinary brand equity and the challenge that comes with it: how do you
scale a heritage brand digitally, across 100+ countries, without losing what makes it
special?

One of four strategic pillars answered the question plainly: "Digitally connected — we
prioritise our digital ecosystem across everything we do to own, fuel and protect the
direct consumer relationship."

To deliver on this, a set of key decisions shaped the transformation:

• A brand-led approach, connecting musicians and music lovers through
immersive storytelling
• Centralised global operations, focused on automation, efficiency, and reduced
complexity
• A scalable digital infrastructure, designed to scale across markets, channels, and
evolving needs
• A strong focus on service and product support as key drivers of customer
satisfaction, loyalty and cost-to-serve efficiency.

Løsning

Marshall implemented a composable digital ecosystem, combining technology,
organisation, and experience design:

• A joint hybrid team was established, bringing together Marshall’s IT and
eCommerce teams with IMPACT Commerce, enabling faster decision-making
and continuous development
• A headless setup powered by Contentful enables scalable content management
across 12 languages, supporting consistent storytelling across channels.
• A state-of-the-art brand experience was developed, combining rich content,
immersive visuals, and intuitive UX
• InRiver implemented provide a centralized product data foundation, enabling
enriched product experiences with AI automation.
• Integration with backoffice systems ensures real-time operations across
inventory, orders, and logistics
• A centralized CRM platform supports personalized, data-driven customer
engagement
• A global service platform delivers a self-service universe, improving customer
experience and efficiency

The digital setup represent a unified digital ecosystem balancing brand experience
with operational efficiency.