The purpose of developing a brand is to create something that meets and serves the needs of your customers. The million dollar question is how do you know what they actually want? This week Janet lifts the curtain behind the scenes to share how retailers go about this by speaking to Karien Boolsen. Karien is the merchandise executive for private label for Clicks and for Sorbet.
The Clicks Group is a leading retail group with a portfolio of brands that includes The Body Shop and Clicks. Clicks is South Africa's leading pharmacy, health and beauty retailer with over 646 stores and 500 in-store pharmacies. The Clicks Clubcard loyalty programme is one of the largest in South Africa with over 7.5 million active members. Their product range includes mass and premium beauty, toiletries, baby, men's, home and pharmacy.
Clicks have also created a beauty brand called Sorbet, that includes a range of 92 different shades of foundation, to cater to the diverse skin tones across South Africa. Karien and I discuss how Clicks went about developing this range of cosmetics, which took over two years to bring to market based on their extensive research.
Listen in as Karien shares:
How Clicks are South Africa's leading health and beauty retailer catering to a diverse portfolio of customers, with over 11 official languages, of which only 10% of the population count English as their first language.
How Clicks draw upon their customer database to ensure that they are developing products that meet their customers' needs.
How Karien and her team developed Sorbet Cosmetics, a range of over 600 products of which 170 are cosmetics and 30 professional beauty tools.
How they went about developing 92 different shades of foundations, carefully matched to meet the diverse needs of their customers.
The importance of considering your brand positioning, pricing, promotional campaigns, competitors when presenting your brand to Clicks' to meet their customer needs of innovation at value pricing.
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