While most beauty, beauty Brands started their journey with just one or two channels for consumers to purchase, today expanding customer base and increasing revenue means growing the business through multiple channels.
In the latest webinar produced by WWD, Craig Harris, industry principle apparel, fashion and accessories specialist at Oracle NetSuite, and Tomei Thomas, executive director at Beekman 1802, joined the executive editors WWD Arthur Zaczkiewicz discusses the impact of omnichannel strategy on customer experience and acquisition, how to effectively manage inventory and execute deals for multiple channels, and how the Beekman 1802 builds the experience shop directly through HSN and QVC, along with its own live streams.
Founded in 2008, the beginnings of the founders of Beekman 1802 can be called “accidental”, started as a means to create a farm work for yourself. Its core is goat milk beauty, beauty A brand is a brand built on innovation, need and the belief that there is beauty in kindness. Today, Beekman 1802 has become a favorite clean beauty brand in Ulta Beauty, QVC and HSN and at more than 2,000 independent retail stores nationwide.
Sharing a message of kindness with a product that aligns with the Beekman 1802’s loyal customer base, or as the brand calls them “neighbors,” says Thomas, remains highly important throughout the process. Brand development across all channels.
“I knew when I entered the business eight years ago that if I could get people to try goat products, they would notice a difference in their skin after the first use, and then they’ll come back,” Thomas said. “It works a little too well. We grew extremely fast and in the beginning couldn’t even keep the product in stock, and certainly the difficulties were increasing with the system we were using which was QuickBooks, but also a lot of tables Craftsmanship is what tied us together in those early days. “
In fact, the brand grew so quickly that Thomas said the company went through a period where it couldn’t hire people fast enough in an effort to keep up with its manual process. Due to its rapid growth compared to manual spreadsheets, Beekman 1802 founded Oracle NetSuite in 2018 – a digital advancement that allows the company to see the ability to scale within the next 10 to 30 years.
“System growth is really indicative of adding channels to the business to scale and grow,” Harris said. “And I believe the Beekman 1802 has really made a name for itself, you know with in-person shopping.”
For Beekman 1802, the live stream started with the founders explaining the brand’s products and benefits to their Facebook followers.
“We use video to communicate not only that story, but also the benefits of the product,” says Thomas. “And then, as time went on, we continued to invest in live streaming, with social selling, as well as through our platform.”
Notably, a live poll was conducted during the webinar, which asked the participants to share whether they had started adding new sales channels.
For Beekman 1802, who feels a sense of confidence in consumers again and again after they get products into the hands of shoppers, live streaming is a meaningful channel as a way to grow. With live streaming, Thomas said, brands can essentially sell consumers on their story, making it a great way to get new “neighbors.”
“We always say, you can sell anyone a great story, but the repeat is because the product has worked and made a difference in your life,” says Thomas. “So while it’s great that we have these stories and then have a great story behind them really trying to help the planet of the animals in the community, in the end they also make a big impact on your skin.”
However, as one of the pioneers in the live-streaming space, Thomas says it’s difficult to predict inventory demand from the start, and while the goal has always been to sell products in real time, sometimes that caused a sell-out on the company. Place. In fact, he shared that the site saw 300% to 500% increase in average daily volume through e-commerce on the days the brand went live.
“We wanted to create an extraordinary ‘neighborhood’ experience,” says Thomas. “And that is getting the product to the customer as quickly as possible. Demand planning and forecasting is the backbone of everything we do, especially when you’re growing as rapidly as we have. And part of that comes from understanding your historical data as we do our live streams. Data certainly helps you understand exactly how prepared you are to get product ready, and NetSuite gives you access to data that we didn’t have before. “
For all brands, no matter what new channels they’re considering, Harris makes it clear that planning and forecasting is part of the “secret sauce for any successful brand.” .
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https://wwd.com/business-news/business-features/netsuite-beekman1802-fulfillment-1234883257/ | Managing pain points when joining a new channel – WWD