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At Kiehl’s, e-commerce complements, not cannibalises | WARC | The Feed

At Kiehl’s, e-commerce complements, not cannibalises
17 February 2021
At Kiehl’s, e-commerce complements, not cannibalises
Omnichannel retail E-commerce & mobile retail Skin care, sun protection

When skincare brand Kiehl's launched its Singapore e-boutique, it discovered that online customers and the products they buy are very different from those offline.

Why it matters

Kiehl’s e-boutique does not chip away at offline sales because consumer behaviour online is very different, with the e-boutique attracting more younger shoppers and more men.

Takeaways

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