Growing the DTC channel for Balance Me.
The Challenge
Balance Me is a British natural skincare brand founded and run by two sisters, Rebecca and Clare. Traditionally distributed through wholesale channels, Balance Me started selling its award-winning products direct to the consumer through its website, and fast realised the potential to grow sales and profitability.
Rebecca and Clare were keen to harness this opportunity and develop the D2C sales channel to represent a much greater proportion of their business. However, without in-house expertise they lacked a clear strategy to drive the budgeted growth.
The Solution
Following a comprehensive audit of Balance Me’s ecommerce activity, I defined a strategy and roadmap to transform the online business. With senior management buy-in, I supported Rebecca, Clare and the Balance Me team to execute the D2C strategy and track performance.
Highlights:
Growth forecasting and budget planning.
Cross-channel acquisition and retention strategies.
UX and conversion rate optimisation.
Customer segmentation and personalisation.
Tech stack audit and development to support growth strategy.
Customer and trading performance dashboards.
Initial support in strategy execution and team building/development.
Optimisation of business processes.
The Outcome
Balance Me continues to go from strength to strength, with website sales experiencing double-digit growth year-on-year. With business success, comes the opportunity to invest further to accelerate growth – and I’m delighted to continue supporting Balance Me on its journey to becoming a household name.
“Haydn has been an invaluable resource for our senior management team, and can take a huge amount of credit for our continued commercial success on balanceme.com. What we especially value is his ability to roll up his sleeves to support and guide our ecommerce team, as well as offer the high level ‘blue sky’ strategic advice which is helping to drive our ambitious, direct sales growth strategy”
