Omnichannel approach and strategic consulting
For Veralab, a beauty brand led by Cristina Fogazzi, also known as L’Estetista Cinica, we developed a tailored strategic consulting plan.
The Goal? To tackle the challenges of omnichannel retailing with a strategy informed by market research, target audience analysis, measurement, and budget optimisation.
Market & Customer Analysis
In the beauty industry, developing an omnichannel strategy is increasingly essential. Findings from the 2022 US Beauty & Grooming Report by Attest reveal that American consumers favour in-store shopping and are more influenced by free samples than by influencer endorsements.
Using this market data and analysing Veralab’s customer journey across various target groups, we worked together to craft a strategy that maximises synergy between online and offline channels. The approach also expanded the brand’s physical presence, ensuring the unique needs of Veralab’s community, present and future, were front and centre.
Service Design and Strategic Consulting
Training and consulting formed the core of our project with the Veralab team.
We designed and organised a series of training sessions focused on key challenges in the competitive landscape, both digital and traditional, that e-commerce businesses face daily. From retail strategies to brand communications, touchpoint strategy and brand awareness, each aspect was explored through both theoretical and practical approaches, supported by industry experts specialising in each topic.
“Working with Veralab has been both a source of pride and an exciting challenge for Marketing Arena. The exceptional synergy between our teams from day one has laid a strong foundation for delivering transformative results. As strategic partners, we’re committed to helping this dynamic brand evolve its business model, ensuring sustainable growth across all channels while maintaining the authentic connection with their community that makes Veralab unique.”
Giorgio Soffiato, CEO of Marketing Arena
