Agile and Adaptable Ecommerce: The Power of Omnichannel Marketing and the Nurturing of Customers Across a Variety of Platforms

What can we work from the marketing genius behind one of America’s fastest-growing cosmetics brands?

Margaux Vallino Reese has helped her company, Colorescience, reach new heights over the last few years, masterfully navigating through the perils of COVID in 2020 to not only stay afloat but thrive as well!

We’re thrilled to hear from both Margaux and our podcast host Daniel Budai to discuss the importance of adapting to circumstances that are out of our control, as well as:
✔️ The effects of COVID in ecommerce

✔️ Shopify vs. custom websites

✔️ Consistency in an omnichannel strategy

✔️ When to use an agency vs. when to hire in-house

✔️ Succeeding in the second half of 2021

The Rise of Ecommerce

For most online brands, COVID-19 brought with it a wave of new customers, including millions of first-time shoppers who were completely new to online shopping. Due to the nature of Colorescience’s business model, it was tougher to make things work despite having an online presence.

Colorescience sells many dermatological products with the help of physicians they partner up with, which was obviously disrupted with more and more people confined to their homes. Margaux explained the importance of “staying agile” and adapting to the circumstances, which was why they chose to pivot into more online sales during 2020 while still supporting their partners and giving them access to the same deals.

Choose Your Website

With the rise of platforms like BigCommerce or Shopify, brands no longer need to expend endless time, money, and other resources to maintain their website. Margaux realized that switching over from a custom website to Shopify would ultimately save time, make it easier to add integrations, and address the costly bottleneck of website issues that often occur with custom websites.

Now Colorescience is in complete control with their new Shopify website, which allows them to allocate their time for better use elsewhere on the creative side instead of fretting about website issues. Shopify also makes it a whole lot easier to optimize for mobile, which is essential when brands like Colorescience receive upwards of 80% of all traffic on mobile.

Omnichannel Consistency

Colorescience is unique in that it has various channels, including offline partnerships with doctor’s practices across the United States. It’s a careful walk along the razor’s edge to keep these partners happy when prioritizing the growth of their online presence and not cannibalize the business of these doctors helping sell their products.

Maintaining consistency in voice, style, and deals across all channels is crucial for big ecommerce brands, especially if you want to hold the trust of your community and partners.

Agency vs. In-House

Aside from media buying, Margaux and her team prefer to keep all reactive marketing in-house. A company needs to take ownership over its voice, brand, and creatives because, ultimately, no one knows the brand better than them.

You can hire for specific channels and use agencies to scale accordingly, but the true essence of a company comes from within!

Thrive in 2021

We’ve heard it before, but it never gets old… knowing your customer is the most important thing you can do as a business. If you don’t take the time to learn about your customers, you can expect they will eventually jump to other brands.

With the rise of customer acquisition, it’s more important than ever to focus on retention. Run surveys, give incentives, and never be afraid to ask the customer what they expect and want from your brand. The answers will make or break you!

Reach out to Margaux on Linkedin, or check out Colorescience for incredible skincare products!

Follow Daniel Budai:

Daniel's LinkedIn

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