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The Endcap In The Living Room: The Home Shopping CPG Channel

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Shopping TV was the original YouTube – direct-to-consumer video storytelling, an immediate sales connection and a rich feedback loop. But how does it work, for whom, with what expectations and learnings? Pour Moi has built its unique skincare brand by leveraging this underappreciated channel. President Ulli Haslacher explains this unique marketing opportunity and what she has learned about building authenticity, driving sales, and captivating consumers here.

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The Endcap In The Living Room: The Home Shopping CPG Channel

  1. 1. The Endcap In The Living Room: The Home Shopping CPG Channel
  2. 2. About Me & Pour Moi…and Home Shopping • Hi, I am Ulli • I found a white space in a cluttered category: moisturize per climate • I’ve worked with Home Shopping Networks domestic and globally since 1998..and I have many good reasons why
  3. 3. WHY Home Shopping first? • Home Shopping is infotainment. It’s designed to sell products, and it truly does. • There is ALWAYS somebody live, talking to you. • It’s ALWAYS a shared social experience, consumers calling in… • Regardless of what home shopping networks are telling you, their customers are: 49+ females who love to shop.
  4. 4. The Pour Moi experience: • Home Shopping is infotainment. It’s designed to sell products, and it truly does. We sold out
  5. 5. The Pour Moi experience: • There is ALWAYS somebody live, talking to you. • It’s ALWAYS a shared social experience, consumers calling in… Toronto Star: Best Moisturizer 2019
  6. 6. The Pour Moi experience: Regardless of what home shopping networks are telling you, their customers are: 49+ females who love to shop. Relate to her and who she is also shopping for.
  7. 7. But here is what has been most convincing:
  8. 8. It’s a multi-platform selling world today • We learned: weather is news! • Tested local markets such as Tucson, Denver, LasVegas with extreme climate conditions in morning local news programs to drive audience to website & Amazon.
  9. 9. Case study: Tucson, AZ Morning Blend: K GUN9 ABC June 25, 2019 KPIs CAC: $7.84 Industry Standard: $20 ROAS: 6.46 Industry Standard: 1.5 – 2.5 AOV: $50.67 Industry Standard: $18 Repeat purchases from these new customers: 30%
  10. 10. How to scale? Creating our own beauty segment on local news programming: Beauty Forecast
  11. 11. Want to try Pour Moi? Special discount for Media Post attendees. Use coupon: MEDIAPOSTBFF for a 30% discount

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