The client did a US search to identify a “best in class” shopper marketing agency partner. I was asked to take the Strategic Planner lead function, and was partnered with an Account Lead from the selected agency who had a 20-year consulting history in luxury cosmetics.
Our scope was to uncover obstacles, identify opportunities and develop strategies to grow sales for the Korean brand within the department store environment.
The Result: The research driven insights indicated several primary obstacles to success:
We developed two major strategies to address these issues:
First, a results focused strategy to help consumers better understand and believe the product’s efficacy.
Second, a consultant focused strategy including enhanced training with greater focus on customer follow-up, as well as techniques to better identify lead-in product sales opportunities.
Both strategies were implemented and achieved success. Results-focused communications and messaging, while maintaining a strong Korean roots connection led to increased business with younger consumers. In-store consultants were given additional training, and follow-up processes were adopted. This resulted in increased customer value over time, and overall increased sales for the flagship brand.
The Challenge: Korea’s largest cosmetics company faced strong competition from US and Japanese brands within the Department store retail channel. Though overall sales were still strong, the brand wasn’t growing at the pace of competitors. Existing research indicated that their flagship brand was not being adopted as quickly among younger women, and had become associated with older women’s beauty regimen. The department store counter environment and consultant experiences are all critical, and both had issues. While a new counter design was planned, rollout would take several years, and some stores were not slated to receive the new design at all. The client believed the in-store consultants were not delivering a proper experience to each customer, and wanted to seek insights how to improve this process.