Shift from High Street Retailers to Online: Smart Beauty’s Success Story
Project Details
Smart Beauty, a UK based company known for producing quality hair dye fashion colours, made a bold move to shift their sales focus from high street retailers to the online marketplace. This decision was made due to the tight margins associated with retailers, which would compromise its product quality. Additionally, Smart Beauty believed that by engaging directly with the end customer, it could provide a better user experience and customer support.
To execute this shift, Smart Beauty enlisted the help of MR Marketing, a leading marketing agency in Oxfordshire, to design their online ecommerce website and customer journey, including an automated email campaign. With this strategic decision, Smart Beauty has not only successfully shifted its sales focus but also expanded into new markets like the US and Germany.
In this article, we will dive into the details of Smart Beauty’s decision to shift their sales focus from high street retailers to online and how it has become a success story in the beauty industry.
Impressions
The Reason for Shifting Sales Focus
As mentioned, the primary reason for Smart Beauty’s decision to shift its sales focus from high street retailers to online was the tight margins associated with retailers. With high overhead costs and the need to make a profit, retailers often demand discounts and incentives from manufacturers like Smart Beauty. This puts pressure on Smart Beauty to compromise on product quality and reduce costs, which is something that the company was not willing to do.
Furthermore, Smart Beauty believed that by engaging directly with the end customer, it could provide a better user experience and customer support. With online sales, Smart Beauty can now interact with their customers directly, receive immediate feedback, and address any concerns or issues in real-time.
The Role of MR Marketing
To execute the shift to online sales successfully, Smart Beauty chose MR Marketing, a leading marketing agency in Oxfordshire. MR Marketing designed Smart Beauty’s online eCommerce website, focusing on creating a seamless customer journey that provided a unique and engaging experience. This included an automated email campaign and CRM integration, which helped to nurture leads and increase conversions.
The new website design and customer journey also allowed Smart Beauty to expand into new markets like the US and Germany, where they could now sell directly to customers without the need for high street retailers.
The Benefits of Shifting Sales Focus to Online
Smart Beauty’s decision to shift their sales focus to online has brought many benefits to the company. By engaging directly with their customers, Smart Beauty can provide a better user experience and customer support. This has helped to build customer loyalty and trust, which has resulted in increased sales and revenue.
Furthermore, by shifting their sales focus to online, Smart Beauty can now expand into new markets without the need for high street retailers. This has helped to increase brand awareness and reach new customers worldwide.