Entering New Channels in an Omnichannel World
Implementing an Off-Price Online Strategy
The Challenge
- No brand alignment across full-price and off-price segments
- Lack of control of outlets, volume and pricing in off-price sector
- Incomplete market knowledge despite strong distributor network
- Brand equity dilution Heavy diversion was driving down prices
The Solution
Tech led ‘discovery’ phase of online channel
- Full-price vs off-price exposure
- Full-price vs off-price pricing
- Secondary market demand analysis
Identified risk, gaps and opportunities
- Over supplied and/or under priced?
- Assortment analysis across segments
- End of product lifecycle or long-tail potential
- Strong latent consumer demand
Agreed detailed sales plan
- Exclusivity - removed line from general distribution and cease all marketing activity
- Geography - brand growth opportunities
- Partners - matched brand priorities with channel partners (open vs closed mix)
- Assortment - low risk high growth mix that supports full price channel
Managed end-to-end distribution
- Warehousing
- Logistics
- Compliance
- Sales Portal
The Benefits
- Brand alignment of an otherwise unmanaged segment
- Brand awareness without erosion of brand equity
- Control over off-price assortment, pricing and channel placement
- Streamlined and efficient - one end-to-end partner, Beautynet
The Results... So Far
€180m
Cumulative Sales
(over 16 years)
54
Lines developed
5000
Data points Analysed daily
Year on Year Sales
million euros
Useful Information
If you’d like to hear more about how Beautynet’s strategic sales programme can help you navigate this new world, contact us:
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