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How Skullcandy Handles Omnichannel from DRS, 7.29.14
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How Skullcandy Handles Omnichannel from DRS, 7.29.14

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Jason Bertrand from Skullcandy presentation deck from Digiday Retail Summit, 7.29.14

Jason Bertrand from Skullcandy presentation deck from Digiday Retail Summit, 7.29.14

Published in Marketing
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Transcript

  • 1. How Skullcandy Handles Omnichannel Jason Bertrand Senior Manager, Customer Acquisition Skullcandy Digital
  • 2. • Where We Went Wrong • Brand Reset AGENDA • The Skullcandy Story
  • 3. THE SKULLCANDY STORY “Born on a Chairlift” Technology + Lifestyle
  • 4. SKULLCANDY BRAND VIDEO
  • 5. + THE SKULLCANDY STORY 2011 / 2012
  • 6. Where We Went Wrong
  • 7. CHASING UNHEALTHY REVENUE
  • 8. Brand “Reset”
  • 9. EDIT DISTRIBUTION CREATE PRICING PARITY ENFORCEMENT DISCOUNTING CONSISTENCY BRAND “RESET” TACTICS
  • 10. EDIT DISTRIBUTION • Editing out a handful of authorized online dealers who are brand damaging • Dealers who have consistently contributed to inconsistent pricing • Answer the question: “Who are the right partners for representing the Skullcandy brand online?”
  • 11. CREATE PRICING PARITY The theme is: PARITY Across all Skullcandy retailers, including Skullcandy.com
  • 12. CREATE PRICING PARITY
  • 13. ENFORCEMENT 1st Violation 3rd Violation 2nd Violation
  • 14. DISCOUNTING PERIODS • Consistent periods of discount-ability across all Skullcandy retailers • Objective: same products are being discounted at the same time no matter where a shopper goes physically or visits online Graduation Christmas / Chanukah / Festivus / etc.Back to School
  • 15. QUESTIONS?