Gatineau Skincare
Case Study

£300k in extra direct sales

Background

Gatineau are a French salon skincare brand that also sells on QVC. We worked with them on developing their direct channel, via an eCommerce website, catalogue, and a retail outlet at their head office in Windsor, UK.

The brand was making sales, but only enough to cover the costs of order taking and fulfilment, and hadn't hit a point where they could invest in acquisition beyond the profit of the first sale.

What We Delivered

The "5 Moves" Methodology, applied to Gatineau Skincare:

More Value

We started by creating a trial-sized pack that we’d offer at the checkout as a low-cost add on.

This had 2 effects. It gave customers something to tip them over the threshold for free shipping (profitably).

It also gave shoppers a chance to buy into the full range of products.

We also added a bike courier for a few “must have it now” customers in London.

NB Having cuts who are fanatical about your product helps with all of this.

More Margin

We started by creating a trial-sized pack that we’d offer at the checkout as a low-cost add on.

This had 2 effects. It gave customers something to tip them over the threshold for free shipping (profitably).

It also gave shoppers a chance to buy into the full range of products.

We also added a bike courier for a few “must have it now” customers in London.

NB Having cuts who are fanatical about your product helps with all of this.

More Frequent

We realised that once customers ran out of a product they were more likely to go to outlets where delivery speed is a priority. Our shipping times weren’t great at this point but by putting in automated reminder emails based on the known use of the product we picked up a lot of repeat sales which then became habit.

We also introduced a loyalty points scheme which gave an added incentive to buy from us.

More Predictable

Finally we moved to offer a subscription on some core products. This had a huge uptake amongst existing repeat buyers so we added this to more automated campaigns.

More Channels

With some of the best margins per visitor in the industry, we were able to attract a huge number of beauty bloggers and social influencers, purely on an affiliate basis rather than the rather flaky fixed payment deals that most brands ensure.

The Results

The brand grew from a few thousand per month to over $300k in the first year that we worked with them.

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