Restructuring & Bankruptcy

One of the leading retail companies in its segment is facing the greatest restructuring and realignment in its long history. As part of a strategic alliance with an industry partner, all of the company’s processes are restructured and optimized, additional business areas are opened up and an ambitious expansion strategy is implemented.

The challenge in the project was to inform the mostly long-time employees about the new corporate strategy and to convince them of the advantages of the sometimes serious changes, to maintain employee motivation and, in particular, to retain top performers in the company.

ZIEGLER advised the client on all questions of internal and external communication during the restructuring from the first strategic considerations, the initiation of cooperation with the strategic partner to the operational implementation.

As part of an internal communication program, the strategic changes were communicated via events, campaigns and internal communications, including the company’s information cascade. In addition, the public was informed about balanced media communication involving the relevant trade, business and regional press. Using extensive reactive communication planning, the client was prepared for possible crisis scenarios (leakage, potential failure of negotiations, disruption of the process by other industry participants).

Thanks to the early involvement and open and transparent communication, it was possible to win over the employees for the changes and to contribute constructively to the restructuring. The company maintained its long-standing corporate identity during and after the change and continues to enjoy great trust among employees, customers and business partners.

Trade and business media have received the new strategic direction positively. Critical reporting was completely avoided.