Shaping Action

A digital employer brand and a digital team

Rolling out online strategy and creating a digital team


Action is a fast growing formula within the discount retailers. While extending its presence in Europe, it became important to attract talented employees for the stores and headquarters. As these employees, but also customers increasingly orientate and conversate online, it became important for Action to increase its digital capabilities and optimize its digital platform. Digital Shapers was asked to support Action with hands-on involvement in the transition to a more digital minded organisation.


During the course of two-and-a half years, our Shapers have worked across the organization. Omnichannel implementation, an employer brand, new websites, and the creation of a digital team were some of the major challenges on which we cooperated. Our Shapers joined various departments and worked across silos to reach optimal result. We unlocked the potential of digital technology, using it to speed up transformation, reach strategic goals and extend the brand’s influence.


Our Shaper efforts lead to the creation of a new online employer branding strategy, omnichannel implementation including a new website, social campaigns & activation, influencer- and email marketing, and data & analytics dashboards; all adding up to winning the Retailer of the Year award. We trained employees and collaborated closely with the management team in the creation of a Digital team. A more digital mindset, with the aim to grow digital even more, has been anchored in the organization.

A year ago I could not possibly imagine how I would think about the impact of digital without the efforts of Digital Shapers. The steps we took still have major impact nowadays!

Hans van Hattem - Buying Director and interim Marketing Director Action

I need a Shaper I am a Shaper