Matt Henton, Head of eCommerce at Moss, details the brand's strategic shift from a discount-heavy model to a premium, quality-focused approach. Learn how Moss diversified its product range to combat seasonality, leveraged storytelling to build customer connections, and successfully integrated its online and 110 physical stores to navigate market challenges and drive year-round sales growth. This episode provides a blueprint for heritage brands seeking to evolve their eCommerce strategy in a competitive landscape.
Key takeaways
Transition away from perpetual discounting to a value-based pricing model by emphasizing product quality and brand storytelling to cultivate customer loyalty and increase average order value.
Strategically expand your product range to counteract seasonal sales fluctuations, ensuring consistent revenue streams throughout the year.
Integrate online and offline retail experiences to create a seamless omnichannel journey for customers, enhancing brand perception and accessibility.
Leverage storytelling to connect with customers on a deeper level, transforming transactions into relationships and reinforcing premium brand positioning.
For established brands, view market crises as catalysts for necessary strategic overhauls, focusing on long-term brand value over short-term promotional gains.
Matt Henton is Head of eCommerce at Moss, the men’s suits and formal fashion brand. Founded in 1851 Moss now sell via their Remarkable eCommerce site, and 110 physical stores around the UK. Hit PLAY to hear: How crisis can be a catalyst for change The importance of product quality Focusing on storytelling to create connections with customers Their shift from discounts to premium pricing Expanding product range to counter seasonality Key timestamps to dive straight in: [04:29] Transitioned from telcos to eCommerce, varied sectors. [09:11] Adapting business strategy to suit 2020 challenges. [10:34] Customers and business addicted to discounts. [14:02] Evolving fashion focus: understanding product, selling internally. [17:11] Diversified product range drives year-round sales growth. [18:35] Listen to Matt’s Top Tips! Full episode notes here: https://ecmp.info/502..This podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/ ---
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Transition away from perpetual discounting to a value-based pricing model by emphasizing product quality and brand storytelling to cultivate customer loyalty and increase average order value.
What does this episode say about retail & omnichannel?
Strategically expand your product range to counteract seasonal sales fluctuations, ensuring consistent revenue streams throughout the year.
What does this episode say about brand & content?
Integrate online and offline retail experiences to create a seamless omnichannel journey for customers, enhancing brand perception and accessibility.
What does this episode say about product & merchandising?
Leverage storytelling to connect with customers on a deeper level, transforming transactions into relationships and reinforcing premium brand positioning.
What does this episode say about dtc strategy?
For established brands, view market crises as catalysts for necessary strategic overhauls, focusing on long-term brand value over short-term promotional gains.
