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

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How Skullcandy Handles Omnichannel from DRS, 7.29.14

  1. 1. How Skullcandy Handles Omnichannel Jason Bertrand Senior Manager, Customer Acquisition Skullcandy Digital
  2. 2. • Where We Went Wrong • Brand Reset AGENDA • The Skullcandy Story
  3. 3. THE SKULLCANDY STORY “Born on a Chairlift” Technology + Lifestyle
  4. 4. SKULLCANDY BRAND VIDEO
  5. 5. + THE SKULLCANDY STORY 2011 / 2012
  6. 6. Where We Went Wrong
  7. 7. CHASING UNHEALTHY REVENUE
  8. 8. Brand “Reset”
  9. 9. EDIT DISTRIBUTION CREATE PRICING PARITY ENFORCEMENT DISCOUNTING CONSISTENCY BRAND “RESET” TACTICS
  10. 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. 11. CREATE PRICING PARITY The theme is: PARITY Across all Skullcandy retailers, including Skullcandy.com
  12. 12. CREATE PRICING PARITY
  13. 13. ENFORCEMENT 1st Violation 3rd Violation 2nd Violation
  14. 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. 15. QUESTIONS?

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