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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.
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US Retail Ecommerce Metrics, Q4 2016 & Q4 2017
2017 US Holiday Season Retail Ecommerce Sales, by Shopping Period (billions and % change)
US Retail Mcommerce Sales Share, Q1 2016-Q4 2017 (% of total retail ecommerce sales)
B2C Ecommerce Sales in the Netherlands, 2016 & 2017 (billions of € and % change)
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