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Posts tagged with Cosmetics

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Club Clarins: a step towards the single customer view

It's clear that brands' current priority is uniting data. Companies are striving for the single customer view, allowing smarter marketing and increasing customer lifetime value or better mapping the customer journey.

Even in the UK, where online shopping is at it highest (compared to offline), the percentage of transactions that happen online is around 13%. That's 87% of purchases happening somewhere in the real world.

That's 87% of customer purchase data that brands and retailers want to capture, if they are to identify and market to all of their customers online (providing they opt in).

And, of course, there are some products bought relatively infrequently online, as a percentage of overall sales. Cosmetics is a good example.

Club Clarins is nothing new, it's nearly two years old. But, the scheme is a simple and effective attempt to incentivise customers to hand over some purchase-history data online, after they've purchased a Clarins product in a department store.

I thought it was worth discussing loyalty schemes in the context of brands' pursuit of the omnichannel grail when selling wholesale and retail.

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Western brands selling to a China that’s increasingly open

The Chinese market is massive and whilst American and European brands are actively pursuing it, Chinese companies are also actively courting this interest.

In this post, I’ll give some examples of brands that have moved into China, selling directly online. I’ll also detail moves from Chinese companies such as Alibaba, which is encouraging US retailers to sell into the country, as well as Chinese brands partnering with US brands with both parties benefitting.

To start with some context, Ernst & Young estimate that by 2030, China’s ‘middle’ will number 1bn and represent two thirds of the world’s middle.

And despite this burgeoning demand in China, home-grown brands are lacking. As China’s twelfth five-year plan comes to end (one of its tenets is aimed at encouraging national brands, not just designers), there are an increasing number of international partner brands in China, and some Western businesses have been bought, too.

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Beauty companies embrace social, but love traditional channels too

Is the future of marketing social? Few today would argue that social media marketing is going away any time soon, and the most bullish suggest that social is going to increasingly displace traditional marketing spend.

But are the bulls right? If a new study is any indication, not exactly.

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