The challenge of creating a new category within retail

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Between the day we started with Bridgehead, over the time of the lockdown and the pandemic to nowadays successes we truly see Bridgehead as not only a professional partner but part of our team.

“For any task, thought or challenge we wanted to go through we have always been able to succeed with Bridgehead in a collaborative way. The expertise, proactiveness, and willingness of Bridgehead make this partnership as valuable as we expected. We do look forward to discovering the next new heights with them.”

Duco Trienekens - Global Head of Retail | SumUp

The challenge

Founded in 2012, the German-based Fintech company, SumUp had an ambition of becoming the UK’s number 1 card machine provider. Despite some initial small success, SumUp struggled to gain access to key retailers in market and accelerate growth.

The solution

Bridgehead was appointed to help SumUp fulfil their ambitions due to our established connections with retail channel partners in the UK. Bridgehead developed a comprehensive Go-to-Market strategy, that identified a clear pain point that Sumup would solve, we created a gap in the market and crafted a plan of action that prioritised key customers. To accomplish this, a clear channel strategy was established, together with a commercial and promotional plan for each channel partner.

The outcomes

  1. We achieved initial purchase orders inside the first 90 days;
  2. We created a new category within retail, that ensured all within the value chain benefited;
  3. Within the first year we launched in 1000+ store fronts, including key channel partners: Toolstation, Currys and City Plumbing;
  4. In year 1 we achieved sales of over £500,000, this has now grown to over £2.5m per year;
  5. Once the UK went ‘live, we replicated this GTM strategy in Ireland, the Nordics and Benelux regions.
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