Yes-Sir.com is a leading international online retailer of men's Grooming, Beard, Skincare and Health brands. To raise awareness for Movember and showcase their social media pop-up concept, Yes-Sir.com has teamed up with luxury gentlemen's brand Gentlemen's Tonic to launch The Mo Bar at this year's Digital Marketing Show, where they will be exchanging Tweets and Instagram posts in return for moustache and beard consultations, trims and indian head massages by Gentlemen Tonic's expert barber Claudio Pizzo.

With just a week to go until the Digital Marketing Show opens its doors, we spoke to Yes-Sir.com co-founders, Nicolas Lavrov and Rupa Ganatra, about the business, social media pop-ups and their plans for 2015.

So, tell us about Yes-Sir.com... 

RG: Nicolas and I are passionate about technology and e-commerce and in 2013, we began discussing gaps in the market and industries where we saw potential growth over the next 3-5 years. We quickly arrived at the Men’s grooming industry and the more we researched, the more we realised that it was a fragmented market, where we had potential to add value through the offering of high quality brands and great value-add content. We have seen double digit growth month on month with respect to sales, especially when we opened it up to the international market.

How important has Social Media been to your business?

NL: We have been very active on social media since the launch of Yes-Sir.com and we've focused on this as one of our key marketing channels. A key segment of our customer base is the tech-savvy millennial customers of today, who spend huge amounts of time on their smartphones and on social media networks. This same audience is also the audience that relies heavily on word of mouth, making social media platforms the ideal channel for us to reach them. We have customers who ask for their tracking numbers via Twitter, enquire about specific products via Facebook and share pictures of their online purchases via Instagram. It's where our customers are and so it's where we are too.

Yes-Sir.com launched the world's first social media barber shop. Tell us why, when and how?

RG: We were keen to explore having a physical store presence and felt that the best way to do this initially was through pop-ups. We had also just observed that Marc Jacobs had launched a successful social media pop-up in New York for it's line of Daisy fragrances under the #MJDaisyChain hash tag.

We wanted to create a unique experience for our customers and collaborated with Man Made London, a gentlemen's grooming room in Marylebone, London, to launch this unique concept in September of this year under the #ShaveMeSir hash tag. For three days, we offered free wet shaves and beard trims in return for Tweets and Instagram posts, with the more engaging posts getting more reward. On Instagram and Twitter alone, we saw millions of impressions of the hashtag during this period and many of our walk-ins had come across us for the first time through Twitter or Instagram, showing the real reach of the strategy.

The feedback was really good from the press and visitors. All of the visitors loved the experience and enjoyed the treatments provided by Man Made London.

What do you have planned for the Digital Marketing Show?

RG: In order to create awareness for Movember and in response to the Digital Marketing Show's kind invitation, we have collaborated with luxury gentlemen's grooming brand Gentlemen's Tonic to launch The Mo Bar on 19th - 20th November at stand B35 at the London ExCel. During the two-day pop-up, visitors will be able to enjoy moustache and beard trims and tidy ups, Indian head massages and complimentary grooming consultations from Gentlemen’s Tonic expert barber Claudio Pizzo in exchange for social media posts at the Instagram & Twitter photo booth using the hash tag #TheMoBar. Visitors will be able to take pictures via our Instagram and Twitter booth and see their streamed posts in real-time.

NL: We are glad to be working with Gentlemen's Tonic on creating this unique concept and we hope visitors at the Digital Marketing show will enjoy the experience.

As an online retailer, what are the key things you will be focusing on in 2015?

NL: There are so many things we plan to focus on in 2015 (including a few surprises still to be announced). In particular, we will focus further on understanding our customers better and creating a seamless customer experience across channels.

RG: We also want to expand our product offering and high quality brands that are part of the Yes-Sir.com offering. We also want to place a larger emphasis on creating great online content (both written and through the build out of our YouTube channel). And so long as our customers want it, we will aim to continue to create unique experiences for them like #TheMoBar and #ShaveMeSir barbershops! 

 

Fancy a free mo' trim? Book your free ticket to the Digital Marketing Show now! 

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