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Director, Ecommerce and Digital Marketing, Decléor and Carita, L’Oréal
Even as the economy recovers, brands know they have to offer deep discounts to compete with digital marketplaces like Amazon. But can too many price cuts actually hurt a brand’s image in the long run? Yvahn Martin, director of ecommerce and digital marketing for L’Oréal’s Decléor and Carita brands, spoke with eMarketer’s Maria Minsker about relationship building in a tough economic climate.
eMarketer: L’Oréal is an industry veteran. What challenges does that present when it comes to using digital channels?
Yvahn Martin: I come from a background of having worked for a large retail company as well as a startup, and there’s a marked difference between the way the two approach digital. The former requires a complete restructuring of how the organization does business, while the latter was just born digital. Veteran companies have to take into consideration a new ecosystem of tools and learn how each of those tools can be applied to the business.
Retail Ecommerce Sales Share for the Top 10 US Companies*, 2018 (% of US total retail sales)
Top 10 US Companies*, Ranked by Retail Ecommerce Sales Share, 2018 (% of US retail ecommerce sales)
Top 10 US Companies*, Ranked by Retail Ecommerce Sales, 2016-2018 (billions, % change and % of total retail ecommerce sales)
FMCG Retail Ecommerce Sales Share Worldwide, by Region/Country, 2017 (% of total retail sales)
FMCG Retail Ecommerce Sales Share Worldwide, by Product Category, 2015-2017 (% of total retail sales)
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