Framing the indirect customer development strategy for a luxury cosmetics company
Context
After deploying a Direct To Consumer loyalty program, the customer wanted to improve its knowledge of customers in its indirect distribution networks and enhance the associated customer experience.
Objective
Define the objectives of the French market in terms of indirect customers, and the resulting customer experience: customer pathways, knowledge of indirect purchasing methods, and how to animate these customers.
VERTONE contribution
- Identification of objectives, ambitions and associated guiding principles
- Construction of evolution scenarios in workshops on all aspects of the experience: indirect customer paths, links with Direct to Consumer and omnichannel customer animation.
- Definition of a target vision that meets all market objectives and specifications
- Construction of the business model for the target device: cost structure and additional revenues, breakeven and 3-year projection
- Production of recommendations for the next steps identified with a view to deployment
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