How Skullcandy Handles Omnichannel from DRS, 7.29.14
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Transcript of How Skullcandy Handles Omnichannel from DRS, 7.29.14
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How Skullcandy Handles Omnichannel
Jason BertrandSenior Manager, Customer Acquisition
Skullcandy Digital
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• Where We Went Wrong
• Brand Reset
AGENDA
• The Skullcandy Story
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THE SKULLCANDY STORY
“Born on a Chairlift”
Technology + Lifestyle
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SKULLCANDY BRAND VIDEO
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THE SKULLCANDY STORY
2011 / 2012
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Where We Went Wrong
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CHASING UNHEALTHY REVENUE
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Brand “Reset”
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EDIT DISTRIBUTION
CREATE PRICING PARITY
ENFORCEMENT
DISCOUNTING CONSISTENCY
BRAND “RESET” TACTICS
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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?”
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CREATE PRICING PARITY
The theme is:
PARITYAcross all Skullcandy retailers,
including Skullcandy.com
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CREATE PRICING PARITY
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ENFORCEMENT
1st Violation
3rd Violation
2nd Violation
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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
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QUESTIONS?