7. a s W O R N B Y
H O N E Y N S I L K@
F I G T N Y@
C R Y S K A Y@
W O N G . J P G@
T H E F A S H I O N S I G H T@
G U M B O O T G L A M@ T H O U G H T F U L M I S F I T@ W A I T Y O U N E E D T H I S@
8. CHALLENGE #1
INTERNAL STRUCTURE
• Our digital, marketing, communications,IT
and PR teams were disjointed.
• Our consumer facing strategies were done
at the end of the process.
• We have global offices which also
exasperated the flow of ideas and synergy.
9. CHALLENGE #2:
THE SOUL OF THE BRAND
• What is our story?
• Are we telling our story?
• What is our brand promise to the customer?
• What are our core values?
• What is our brand essence?
• What will our brand legacy be?
• What are our non-negotiables?
• Who is our shopper, really?
• What are our rules of engagement?
11. BY 2020, 85% OF CUSTOMER INTERACTIONS IN
RETAIL WILL BE MANAGED BY ARTIFICIAL INTELLIGENCE.
(GARTNER)
SOURCE: HTTP://WWW.INFORMATION-AGE.COM/RETAIL-NEXT-BIG-INDUSTRY-IMPACTED-AI-123462561/
13. ARTIFICIAL
INTELLIGENCE
• Data is more valuable than everything else.
• Machine Learning: Gives computers the
ability to learn without being explicitly
programmed.
• Pattern Recognition: Easy with two things...
hard with a million.
• Algorithims: Learn from and make
predictions on data.
14. CHALLENGE #3:
FINDING THE RIGHT PARTNERS
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
SALES BEGAN TO SLOW RECORD RESULTS
ACROSS THE BOARD
CONTINUED MOMENTUM CONTINUED REVIEW OF TECH
SOLUTIONS / IMPROVE CONTENT
PARTED WAYS WITH AD AGENCY IMPLEMENTED NEW
TECH PARTNERS
15. AI TECH STACK
336% ROAS
+50% REVENUE
+2000% SOCIAL PURCHASES
+38% CONVERSIONS
160 TESTED DESIGNS
45 DAYS
ADVERTISING A/B TESTING
16. RE-CAP
• Review your internal structure
• Find your story
• Never stop exploring new technology
We hope that what we have shared can help
you find a more prosperous 2017
silvia@cosabella.com
grazie!