AS Beauty, owner of cosmetic brands Bliss, Laura Geller Beauty and more, discusses the challenges of having an accurate picture of customer acquisition costs across all channels, in this interview with Multichannel Marketer’s sister publication AdExchanger.
As long as AS Beauty is efficiently hitting the CAC targets it sets for its brands, it’s willing to spend big on advertising, even during the holidays, said Scott Kramer, vice president of growth at AS Beauty, a holding company for luxury cosmetics and skin care brands, including Laura Geller Beauty, Bliss, Julep Beauty, Cover FX and Mally Beauty.
“If we can hit our target, we’ll max it out to the point where we’re getting as much volume as we can,” Kramer said. “We don’t want to leave money on the table or look back later and think, ‘We really should have spent twice as much.’”
Even though it is pricey to acquire customers during the holidays, AS Beauty does not pull back on its spending.
“Growth is a flywheel, and we need to keep fueling it,” Kramer said. “We can’t only rely on our repeat customers.”
The trick is to strike a delicate three-way balance between engaging loyal customers and reactivating those who haven’t taken action in a while – “file dwellers,” as Kramer calls them – while simultaneously attracting new customers as efficiently as possible.
But efficiency is about more than just trying to find new customers at the lowest-possible price.
Visit AdExchanger to read the full article.
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