Jason Bertrand from Skullcandy presentation deck from Digiday Retail Summit, 7.29.14

1. How Skullcandy
Handles Omnichannel
Jason Bertrand
Senior Manager, Customer Acquisition
Skullcandy Digital

2. • Where We Went Wrong
• Brand Reset
AGENDA
• The Skullcandy Story

3. THE SKULLCANDY STORY
“Born on a Chairlift”
Technology + Lifestyle

4. SKULLCANDY BRAND VIDEO

5. +
THE SKULLCANDY STORY
2011 / 2012

6. Where We
Went Wrong

7. CHASING UNHEALTHY
REVENUE

8. Brand “Reset”

9. EDIT DISTRIBUTION
CREATE PRICING PARITY
ENFORCEMENT
DISCOUNTING CONSISTENCY
BRAND “RESET” TACTICS

10. EDIT DISTRIBUTION
• Editing out a handful of authorized online dealers who are
brand damaging
• Dealers who have consistently contributed to inconsistent
pricing
• Answer the question: “Who are the right partners for
representing the Skullcandy brand online?”

11. CREATE PRICING PARITY
The theme is:
PARITY
Across all Skullcandy retailers,
including Skullcandy.com

12. CREATE PRICING PARITY

13. ENFORCEMENT
1st
Violation
3rd
Violation
2nd
Violation

14. DISCOUNTING PERIODS
• Consistent periods of discount-ability across all Skullcandy
retailers
• Objective: same products are being discounted at the same
time no matter where a shopper goes physically or visits online
Graduation Christmas / Chanukah / Festivus / etc.Back to School

15. QUESTIONS?