Getting Omnichannel right: A Revlon case study from Profitero’s CommerceLive Series
William Margaritis (Reprise Digital)
SARS (2003) drove a boom in e-commerce in China. Brick & mortar represents 36% of sales today in China.
The USA is still way behind these numbers, even during this global pandemic. Brick & mortar is still expected to be 84% of sales in 2023.
Mass market & beauty retailers like Walmart, Target, Ulta, and Sephora will see higher than 30% growth this year
Oshiya Savur (Revlon): Elizabeth Arden Case Study
To win at omnichannel
Clearly define roles & objectives of each channel
Messaging consistency across the whole ecosystem
Eliminate silos, partner with retailers
The Consumer Ecosystem is made of the following, each with its own set of pros and cons:
Pros: Best search platform and high traffic
Cons: Sub-par shopping experience, luxury disadvantaged by price, sketchy 3rd party sellers, not innovative with sampling or gift with purchase
Case Study: Worked with Amazon to deliver luxury messaging and help conquer their price algorithm
Pros: High-traffic and supports store traffic
Cons: Missing or not forthcoming with data in order to partner with brand
Case Study: Esured strategic sampling, exclusives, and gifting across key e-retailers
Pros: Data, control customer journey, and more connection with the consumer
Cons: Traffic struggles and marketing spend/ROI
Case Study: Brand site is treated as a best in class Flagship store
Pros: Quick revenue gains, especially during holiday
Cons: Pricing conflicts
Case Study: Uses as a place to sell long tail brands (overstock, discontinued, lower price point)
Pros: Touch & feel, experience, instant product in hand, service
Cons: Decline in traffic for department stores
Case Study: Stores are used to buld relationships and acquiring new customers with experiences like facials and consultations
Pros: High equity and relevance
Cons: Limited scaling
Case Study: Story telling opportunities
View the full webinar here