Utrecht – Countrymanager Yvonne Zermin went to the Netherlands to talk to the Shopping Today audience about our partner Paula’s Choice.
Yvonne discussed the ins and outs on how Paula’s Choice, with the help of FSG, set foot on the German cosmetics market. She presented her case while at Shopping Today, a yearly e-commerce event in Utrecht. During the event, visitors can learn and talk about the fast changing and growing e-commerce market. ‘Paula’s Choice is ahead of the curve with their online marketing strategy. That’s why we decided to talk about this particular case while at Shopping Today’, says FSG’s Yvonne.
‘As a brand in Germany, you can set high goals, and actually hit them’, Yvonne said. ‘The key is that you have to know how to hit them.’ Yvonne told her audience that FSG has created its own marketing dashboard, in which we can track a customer journey from the first to the last click. ‘Introducing a brand in Germany is relatively easy. What counts is to know how to keep a customer attached to your brand. We started using an online channel tracking system to make sure a brand’s online turnover doesn’t stagnate. With this tool, we can zoom in to a customer journey in order to create the right mix of marketing channels per brand or product.’
Yvonne also told the Shopping Today audience that you have to be creative on the German skincare market, for example by sending an incentive with each product a customer orders. ‘When we realized this is what German customers like, we implemented this right away on the Paula’s Choice website.’