In an era of rapid digital transformation, businesses face unprecedented pressure to innovate while maintaining profitability. Recent studies show that 76% of companies struggle to align their innovation initiatives with strategic goals, and only 23% successfully transform their digital solutions into sustainable revenue streams. The need not only to develop innovative solutions but also to adapt them to strategic company goals has become a key factor in achieving success. Leading organizations recognize that a successful product strategy is not a static process but a flexible tool capable of responding to market changes and ensuring long-term results. Effective solutions in this area not only help companies maintain their market positions but also set new standards for the industry.
These principles of adaptive and innovative product strategy are successfully implemented by Timofey Popov, whose approach has revolutionized how major corporations think about digital transformation. While working for leading companies such as McDonald’s and SberMarket, he has developed and implemented a range of strategies that have not only overcome existing barriers but also ensured sustainable growth. Popov demonstrates how a well-thought-out product strategy can become a driver of business transformation. His achievements serve as a vivid example of how innovation and strategic vision can change the industry.
A breakthrough at McDonald’s: From promo codes to a full-fledged sales channel
When Timofey Popov joined McDonald’s, the company faced a challenge common in the quick-service restaurant industry: despite significant investments in digital presence, mobile apps were largely unutilized as revenue generators. The primary challenge was the low engagement of mobile app users. Despite a high number of downloads, the apps were mainly used as marketing tools—providing promo codes and bonuses that did not contribute to revenue growth or create sustainable user engagement.
“I saw enormous potential to turn the apps into a full-fledged sales and loyalty channel,” Popov recalls. At a time when only 15% of quick-service restaurants had successful mobile ordering systems, one of the first steps was implementing the Mobile Order and Pay feature. This technology allowed customers to order food for delivery or pickup, selecting a convenient restaurant location. The innovation quickly became a key sales channel during the COVID-19 pandemic, when restaurant visits were restricted, positioning McDonald’s ahead of 85% of competitors in digital readiness.
Another significant initiative was the coffee subscription, which gave customers the option to prepay for a certain number of cups of coffee per month. “This program not only provided a steady revenue stream but also encouraged additional visits, increasing the average check through additional food orders,” adds Popov. The results exceeded all expectations: app revenues grew by 526%, and the number of active users increased from 3 million to 14 million per month, setting new benchmarks for digital engagement in the food service industry.
B2B revolution at SberMarket: Expanding into a new market
At SberMarket, Popov faced the challenge of adapting the platform to meet the needs of a new audience segment in an increasingly competitive e-grocery market. Initially designed for B2C, the platform began attracting corporate clients whose needs were not being met by existing solutions. “Many companies faced limitations in payment options, a lack of analytics, and insufficient flexibility in procurement management,” he explains. The market opportunity was significant, with B2B e-grocery projected to grow by 300% over the next five years.
Popov proposed creating a specialized B2B platform with features such as post-payment options, detailed analytics, and customized workflows. The most innovative solution was the launch of a loyalty program for corporate clients, allowing cashback to be returned as employee benefits – a first in the industry. These changes helped the platform reach 7.4 million annual orders and increase revenues by 24% YoY, establishing SberMarket as a leader in the B2B e-grocery segment.
Continuous development and innovation as the foundation of success
In all his projects, Popov follows the principle of constant improvement, backed by data-driven decision making. For instance, the success of the coffee subscription program at McDonald’s was enhanced with gamification elements, further boosting customer engagement. Analysis showed that gamified features increased user retention by 40% and purchase frequency by 35%. At SberMarket, improvements to the B2B platform continued, adapting to changes in the business environment and incorporating advanced analytics to optimize procurement processes. This development approach ensures the competitiveness of products and their alignment with user expectations.
“An effective product strategy must be flexible, meet business needs, and deliver measurable results,” concludes Popov. His achievements prove that innovations supported by strategic vision can transform companies and open new horizons for growth. Through his work, Popov has demonstrated that successful digital transformation requires not just technological expertise, but a deep understanding of business objectives and user needs. His approach to product strategy continues to influence how major corporations approach digital innovation and business transformation.