L’Occitane en Provence is including a brand new channel to its enterprise mannequin.
The model is launching a social promoting platform that enables its group members to change into consultants and promote merchandise. Called MyL’Occitane, this system goals to open a brand new channel for the model to achieve shoppers. First and foremost, although, the corporate is recruiting previous retail retailer workers.
“Last year was a challenging year for retail overall, and as we try to find new ways to connect with our customers, it’s about giving access,” stated Yann Tanini, managing director of L’Occitane North America. “With brick-and-mortar and e-commerce, there is debate on the general definition of retail. We saw in the last 18 months, everything changed in terms of how we interact with people on a personal and business level. We are offering a new channel where you can actually direct conversation one-on-one.”
New applied sciences and a digital-first background have additionally made it the model’s logical subsequent step, Tanini stated.
“We have the opportunity to leverage products that we have. It’s leveraging technology to access the consumer wherever they are. We have one channel that is quite successful — that is e-commerce. Now, we are offering a new channel where you can actually direct conversation one-on-one.”
Tanini didn’t touch upon gross sales, however remained optimistic about this system’s success. “Our vision behind this project is about relationships and who we are,” he stated. “We believe it’s going to be a significant channel for us.”
It’s the newest transfer from L’Occitane to rethink its distribution strategies. Earlier this yr, L’Occitane U.S., the American department of the enterprise, filed for Chapter 11 amid low brick-and-mortar foot site visitors.
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