L’Occitane en Provence is including a brand new channel to its enterprise mannequin.
The model is launching a social promoting platform that enables its neighborhood members to grow to be consultants and promote merchandise. Referred to as MyL’Occitane, this system goals to open a brand new channel for the model to achieve customers. Initially, although, the corporate is recruiting previous retail retailer staff.
“Final 12 months was a difficult 12 months for retail total, and as we attempt to discover new methods to attach with our clients, it’s about giving entry,” mentioned Yann Tanini, managing director of L’Occitane North America. “With brick-and-mortar and e-commerce, there’s debate on the final definition of retail. We noticed within the final 18 months, all the pieces modified when it comes to how we work together with individuals on a private and enterprise stage. We’re providing a brand new channel the place you possibly can truly direct dialog one-on-one.”
New applied sciences and a digital-first background have additionally made it the model’s logical subsequent step, Tanini mentioned.
“We’ve got the chance to leverage merchandise that we’ve got. It’s leveraging technology to entry the patron wherever they’re. We’ve got one channel that’s fairly profitable — that’s e-commerce. Now, we are providing a brand new channel the place you possibly can truly direct dialog one-on-one.”
Tanini didn’t touch upon gross sales, however remained optimistic about this system’s success. “Our imaginative and prescient behind this challenge is about relationships and who we’re,” he mentioned. “We imagine it’s going to be a big channel for us.”
It’s the most recent transfer from L’Occitane to rethink its distribution strategies. Earlier this 12 months, L’Occitane U.S., the American department of the enterprise, filed for Chapter 11 amid low brick-and-mortar foot site visitors.
For extra from WWD.com, see:
https://wwd.com/beauty-industry-news/beauty-features/loccitane-myloccitane-selling-platform-1234924779/ | L’Occitane Introduces MyL’Occitane Promoting Platform – WWD