During Covid, one cosmetics company we advised made a particular impression on us
It was a medium-sized cosmetics company that had just activated a new digital channel to help it in sales: besides the inevitable shift of sales online caused by the restrictions on physical stores, thanks to this channel it discovered and obtained several pieces of strategic data it had not expected.
Through our consulting work and targeted upskilling activities, the company managed:
To discover relevant, unexpected and hidden data
To transform this data into an understanding of the customer’s latent needs.
To design a response strategy in terms of product proposal/experience extension.
This company was amazed to see how its new online channel, beyond the purpose it had been designed for, provided key information to better understand its customers’ needs.
How to have a clear understanding of our actions: 3 key questions.
How does the digital strategy accompany customers through their purchase cycle?
Frequently asked questions
What do cosmetics managers need most to evaluate their work?
The most heartfelt need of any cosmetics manager in sales, marketing and communication is a clear and reliable understanding of what the company is doing: whether strategies are moving in a growth direction, whether decisions lead to a sustainable direction for the enterprise, and whether actions are giving good results.
Why should a cosmetics company listen to digital signals beyond KPIs?
Because digital gives many more signals than the KPIs used to check performance. A medium-sized cosmetics company we worked with during Covid activated a new online sales channel and, with consulting and upskilling, discovered unexpected data, turned it into an understanding of customers’ latent needs and designed a response in terms of product proposal and experience extension.
Which questions should a cosmetics company ask about its digital strategy?
Three key questions start our consultancy: have we integrated digital into our omnichannel strategy, is the measurement system consistent with our strategy, and how does the digital strategy accompany the customer through the purchase cycle? Answering them gives a clear understanding of whether actions are working.
