Increasing Philip Kingsley’s Profits with Strategic Promotions with Lauren Duncan (episode 510)
Lauren Duncan is the Head of eCommerce at Philip Kingsley, creators and sellers of Trichological Hair and Scalp products. Founded in the 1950s, Philip Kingsley now sells via their Magento eCommerce store, wholesale via salons and other retailers, and runs 2 clinics in London and New York. Their number one Hair Mask sells one unit every 30 seconds worldwide!
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Dive in:
[06:30] Hair treatment business pivots to digital expansion.
[07:35] New storefront for clinic, subscription assessment, web app.
[14:15] Improving execution and data for better promotions.
[15:58] Elevating promotions through bespoke photo and video.
[18:54] Testing, personalization, and AOV focus increase.
[23:50] Exciting updates on clinical and retail transformation.
[25:04] Listen to Lauren’s Top Tips!
A Digital Transformation Success Story
Philip Kingsley’s clinic sales app is an example of how digital transformation can boost customer satisfaction and sales. The app offers virtual consultations and treatment management. This makes it easy for customers to access services. This innovative approach not only helped with business continuity, but also opened up new ways to reach more customers.
A Strategic Shift for Profitability
Philip Kingsley’s decision to reduce the number of promotions they run was a strategic move that paid off. By focusing on quality over quantity, the brand was able to create more impactful and effective campaigns. This not only improved profitability but also helped to maintain brand value. The data from these targeted promotions provided insights for future planning and optimisation.
A Case Study in Revenue Generation
Philip Kingsley’s optimisation of their gift with purchase program shows the power of data-driven decision-making. By making changes to the creative, display, and threshold, the brand was able to significantly increase revenue. This case study highlights the importance of continuous testing and experimentation in eCommerce. By focusing on small improvements, brands can unlock hidden potential and drive growth.
eCommerce Book Top Tip
- Lauren recommends listening to former FBI negotiator Chris Voss’ MasterClass on negotiation tactics in the workplace
- She also suggests the book Never Split the Difference: Negotiating As If Your Life Depended On It by Chris Voss
eCommerce Traffic Top Tip
- For Lauren, it’s a full funnel approach with paid media
Tool Top Tip
Carbon Top Tip
- Reducing returns can significantly lower an eCommerce store’s carbon footprint. Instead of requiring customers to return opened products, Philip Kingsley suggests they give them to a friend. The company then processes their replacement order. Brands should check the costs and environmental impact of returns to consider doing a similar approach.
Interview links
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- Transforming Menswear eCommerce: From Discounts to Premium Quality with Moss’s Matt Henton (episode 502)
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