Case Study (2007/2008): Tuccini, Inc – Online Life Style Store, New York, N.Y.

Repositioning of an Online Fragrance Store
 
The Client
When Tuccini was launched in 2004 by Nick Uresin and W.J. Lunn, the two founders
positioned Tuccini as a pure E-commerce company with a focus on discounted prices on a
widespread array of original designer fragrances, offered on a highly functional, consumer
friendly website. In addition, Tuccini developed a proprietary software addressing the
inefficiencies in a complex fragrance market, which does not allow comparison shopping
across wholesalers. The software enabled Tuccini to sell fragrances 40%+ under retail price
which resulted in a nearly 100% increase in sales in 2006. Having established financially
sound metrics and a basic infrastructure, Nick Uresin decided to expand his company in the
e-commerce industry and approached Vibrant to assist him in his pursuit. His midterm goal
was to position Tuccini as an investor-attractive brand in the US market, making it a prime
company for acquisition earliest in 2010.
 
The Marketing Strategy
After extensive research, Vibrant recommended that Tuccini should expand its offering from
discounted fragrances into the high-end lifestyle product segments. The focus was on five
key areas: (1) develop a fresh and lively, customer friendly website, which promotes not
only the widespread array of original products, but the lifestyle behind Tuccini, (2) continue
to build on the excellent customer relationships developed with Amazon and other channel
partners while dramatically pursuing new customer acquisitions, (3) use innovative and
highly effective e-marketing tools to position Tuccini in the top rankings of search engines,
(4) build strong and focused relationships with the local media and special interest
magazines (print and online) to enhance brand awareness, and (5) start building
relationships with high-end affiliate partners and other alliances to transition into the ‘pure’
lifestyle branding of Tuccini.
 
The Result
Tuccini embraced the new identity and the positioning as a lifestyle company in the e-
commerce arena. At present, they are aligning with quality retailers and affiliate partners to
provide best lifestyle products and services for the best price. They allow consumers to shop
in a secure and relaxed atmosphere and on an easy-to-use internet platform. Tuccini is  
emerging as one of the leading online retailers for quality and lifestyle products and
services.
 
Contact: Nick Uresin, Phone 1.917.653.7463