Refining the Value Proposition to Enhance Webshop Acquisition and Retention : A Case Study
Immonen, Juho (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052716857
https://urn.fi/URN:NBN:fi:amk-2025052716857
Tiivistelmä
This thesis explores how Vertaa.fi, a Finnish price comparison platform, can refine its B2B value proposition to attract better and retain webshop partners. The study was initiated in response to a declining number of participating shops and a need for greater strategic clarity in partner engagement. The outcomes of this thesis are a refined value proposition, a program to improve account management practices, and clearer pricing communication.
The research followed the applied action research approach, combining stakeholder interviews with a conceptual framework based on relevant literature, including SAMP, customer segmentation, and digital marketing metrics. The findings revealed three key areas for improvement: lack of proactive and tailored account management, pricing and profitability concerns, and a value proposition that could be more clearly aligned with the merchants’ needs.
The resulting proposal included a segmented account management model, a phased and transparent pricing structure, and a refined value proposition focused on visibility, sales, traffic, and measurability. The proposal was validated with internal stakeholders, leading to enhancements such as revenue-based segmentation, a six-month onboarding process, and a more detailed application of the SAMP model. Additionally, ideas for acquiring new webshop partners through outbound and inbound strategies were introduced for future consideration.
This thesis provides Vertaa.fi with a structured and actionable approach for strengthening its B2B offering and lays the foundation for long-term partner growth and retention.
The research followed the applied action research approach, combining stakeholder interviews with a conceptual framework based on relevant literature, including SAMP, customer segmentation, and digital marketing metrics. The findings revealed three key areas for improvement: lack of proactive and tailored account management, pricing and profitability concerns, and a value proposition that could be more clearly aligned with the merchants’ needs.
The resulting proposal included a segmented account management model, a phased and transparent pricing structure, and a refined value proposition focused on visibility, sales, traffic, and measurability. The proposal was validated with internal stakeholders, leading to enhancements such as revenue-based segmentation, a six-month onboarding process, and a more detailed application of the SAMP model. Additionally, ideas for acquiring new webshop partners through outbound and inbound strategies were introduced for future consideration.
This thesis provides Vertaa.fi with a structured and actionable approach for strengthening its B2B offering and lays the foundation for long-term partner growth and retention.