RESEARCH AND ANALYTICS. We began with in-depth interviews with category, commercial, and e-commerce department heads, as well as with manufacturing company owners. Our in-depth research revealed that the marketplace market is growing rapidly, but companies' maturity in working with them remains low. Many brands entered the marketplace marketplaces spontaneously, without a strategy, which led to losses, mistakes, and a loss of trust in this sales channel. The main pain points for customers are a lack of transparency, weak reporting, and issues with price control, logistics, and fulfillment. It is precisely against this backdrop of chaos that the expertise, clarity, and engagement of a partner capable of taking responsibility and building a systemic approach are especially valuable.

INSIGHTS AND STRATEGY. Our analysis revealed that clients aren't looking for "just another contractor." They are seeking a center of expertise where they can not simply delegate, but learn, understand, and consciously build processes. This is where the brand's communications concept was born: "iCover – a smart partner in the world of marketplaces."

POSITIONING. iCover is not an operator or an agency. It is an expert center for effective sales that combines technology, analytics, and a human approach. We defined the brand's strategic territory as Smart Market – a space of smart solutions where businesses grow based on data, not intuition.

COMMUNICATION IDEA. Big Idea: "Smart solutions for effective sales." This idea unified all brand communications: from the corporate identity to training materials and digital platforms.

RESULT. Thanks to the new strategy, iCover began to speak to the market in the language of a mature business: about growth, management, transparency, and technology. We helped the company establish itself as an expert in making e-commerce manageable and profitable. Today, iCover is a partner that helps businesses grow in the rapidly changing world of marketplaces.