how skullcandy handles omnichannel from drs, 7.29.14

How Skullcandy Handles Omnichannel

Jason BertrandSenior Manager, Customer Acquisition

Skullcandy Digital

• Where We Went Wrong

• Brand Reset

AGENDA

• The Skullcandy Story

THE SKULLCANDY STORY

“Born on a Chairlift”

Technology + Lifestyle

SKULLCANDY BRAND VIDEO

+

THE SKULLCANDY STORY

2011 / 2012

Where We Went Wrong

CHASING UNHEALTHY REVENUE

Brand “Reset”

EDIT DISTRIBUTION

CREATE PRICING PARITY

ENFORCEMENT

DISCOUNTING CONSISTENCY

BRAND “RESET” TACTICS

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?”

CREATE PRICING PARITY

The theme is:

PARITYAcross all Skullcandy retailers,

including Skullcandy.com

CREATE PRICING PARITY

ENFORCEMENT

1st Violation

3rd Violation

2nd Violation

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

QUESTIONS?