Philip Kingsley’s Head of Ecommerce On The Digital Journey & Subscription Strategy Powering Growth

Philip Kingsley has been on an interesting ecommerce journey, having to rapidly digitise its consultation service following COVID and subsequently making subscriptions the cornerstone of its growth strategy.

This episode dives into the brand's journey, led by Lauren Duncan, Head of Ecommerce, who shares insights on how they have transformed their business model.

The Subscription Model:
Philip Kingsley has embraced a subscription model that goes beyond mere convenience. By offering discreet delivery and personalised treatment plans, they cater to the unique needs of their customers, particularly those dealing with hair loss. This approach not only provides a seamless customer experience but also fosters long-term loyalty.

Digital Transformation:
The brand's digital transformation was accelerated by the pandemic, leading to the development of virtual consultations and a robust web app. These innovations have allowed Philip Kingsley to reach a broader audience and offer tailored solutions.

Customer-Centric Approach:
Lauren emphasises the importance of understanding customer needs and preferences. By leveraging data and customer feedback, Philip Kingsley continuously refines its offerings, ensuring that the subscription service remains relevant and valuable to its users.

Philip Kingsley's success in ecommerce is a testament to the power of subscriptions in building lasting customer relationships. By focusing on personalisation and convenience, they have set a new standard in the beauty industry.

Subscribe the the Inside Commerce newsletter to stay updated on our latest episodes:   / inside-commerce-7126171854813188096  

Chapters:
[02:52] The Brand Story of Philip Kingsley
[05:40] Adapting to COVID-19: Virtual Consultations
[08:33] Data-Driven Decision Making in Ecommerce
[11:27] The Importance of Assessments and Personalisation
[14:28] Subscription Models: Value Proposition and Customer Retention
[17:20] Understanding Male vs. Female Customer Insights
[23:08] Technology Choices: Building vs. Buying Solutions
[25:57] Digital Marketing Strategies and Customer Acquisition
[28:57] Referral Programs and Customer Loyalty
[32:01] Future Focus: Optimising Customer Journeys