The Challenge

Sisley Paris is a French, family-owned business that distributes its innovative and powerful beauty products globally. Sisley’s UK division experienced rapid online sales growth throughout the pandemic and required strategic support to maintain this level of growth as physical retail began to reopen.

The Solution

Following a period of familiarisation with business performance trends, processes and technology, I documented and presented an actionable 12 month growth plan that directly addressed forecasted commercial targets. This ‘bottom-up’ approach to planning allowed the Sisley UK team to better understand operational and technological requirements at a more granular level, specifically…

• Paid media budgeting and KPIs to open the upper funnel, broaden reach and grow the new customer base

• Customer retention initiatives powered by RFM data for a more personalised customer experience

• Opportunities to improve site trading, merchandising and UX for conversion rate optimisation

• Internal and outsourced skills required to deliver the plan.

The complex nature of Sisley’s international business structure required a nuanced approach. The action plan needed to be both realistic and achievable. It was essential to clearly articulate any dependencies as well as identify all key stakeholders from across the business who would play a part in its execution.

The Outcome

Following the presentation of Sisley UK’s 12 month digital growth plan, the team were better positioned to work towards a single and unified vision. We agreed on a clear path to achieve targeted business growth, and the bottom-up budget became an important resource for regularly benchmarking and optimising performance.