Case Study: Hasbro and Collaborating for Profit - ' Problems '
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Problems & Solutions
Problem
Customer service costs were rising, in part because of calls by consumers to a Hasbro toll-free number for game instructions and toy assembly help. Average cost per call: $5.
Solution
Put instructions for Hasbro toys and games like Clue to Scrabble online and reduce service costs to pennies per query.
Payoff
20% cut in customer service costs because consumers can now download toy and game instructions.
Problem
Hasbro had 55 different Web sites, each promoting a different brand, and only two were interactive.
Solution
Consolidate the sites by market segment and cross-sell brands as appropriate, online and off.
Payoff
50% in savings on Web site design and development, by reducing the total number of Web sites from 55 to 20. Further, traffic to stores is up, thanks in part to the company's new Web strategy.
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