February 25, 2021

Digital Transformation Case Study:  Brunswick

Digital transformation has the power to disrupt traditional ways of working and unlock new capabilities and opportunities in any industry sector. In this case study, we examine the digital transformation journey of Brunswick Corporation, a 175-year-old company known historically for bowling and billiards products and, now, focused solely on its legacy boating-lifestyle brands.

Brunswick’s digital transformation is enabling the organization to realign its business growth strategy by prioritizing customer experience, employee engagement, and the digital supply chain. Within the overall digital transformation, Brunswick has embarked on three distinct information technology (IT) transformations, focused on transforming the organization (people), modernizing the IT environment (infrastructure), and modernizing business systems (applications). This case study highlights several factors, many of which are still ongoing, that have contributed to Brunswick’s digital transformation successes thus far:

  • Internal transformation: To bolster internal capabilities and align with the organization’s needs, Brunswick transformed its internal IT organization by developing IT leadership, establishing a cloud-first culture, building competency in contemporary skills, driving continuous improvement, and strengthening their security posture.
  • Reinvestment of savings in innovation: IT leaders reduced infrastructure spending (people and technology) by 15% annually. They
    reinvested these savings into modern capabilities and innovation to help advance the enterprise and business strategies.
  • Strong focus on customer engagement: Brunswick’s corporate growth strategy prioritizes customer engagement. With support from IT,
    Brunswick has been able to launch e-commerce and digital marketing platforms, which have generated new business growth and enhanced existing customer experiences.

Acknowledgements: RTI greatly appreciates the time and insights provided by Brunswick leadership and the digital team. Many thanks to Mike Adams, Lauren Beckstedt, Dani Brown, and Dan Panattoni.

IRI Members: To read and download the full case study, click here.

Non IRI Members: Please email Gary Schiffres to request a PDF copy.