Beauty Brands are Miles Ahead in Digital Transformation
Over the last few years, you may have noticed a few well known companies closing down. Toys’R’Us and Radio Shack are just a couple. But companies that you won’t spot on this list are beauty brands, who seem to be doing better than ever.
So, What are they doing that other companies are not?
Personalizing the Customer Experience Makes a Big Difference
Beauty brands focus very much on the customer and what they want. Their websites are often packed with features that will help a customer pick what is right for them. Some examples of these features are colour descriptions. For example, many brands that sell face makeup, like foundation or concealer, will give a short description of the colour, to help a customer pick the correct shade. Some sites also have a skin colour questionnaire which will help a customer pick the right colour for their products.
Beauty brands need to do this, as all of the products they sell are very personalized. Many brands have a wide variety of colours and textures to choose from. For new customers, it is almost impossible to pick the right product without any guidance. So, beauty brands help people out as much as they can.
As time has gone on, beauty brands are becoming more and more aware of what their customers want and need from them. And because of this, are coming up with some great new ideas.
Companies, such as Sephora, who currently rank first in the Retail Personalization Index by Sailthru, are creating new features from augmented reality to ‘try on’ products to chatbots that give out all the advice you need to make an informed purchase.
Investing money and time into new technology can be a big risk to take, and so it is important to measure how well it is doing, and if it is giving positive results.
And for digital features, this is no easy task. According to research conducted by Adestra, 46% of marketers said it is difficult to measure the effectiveness of marketing technology.
However, many companies have found ways to measure their success. Sephora combined their digital and in store teams last year, makings it easier to build customer profiles. These profiles collected data on browse and purchase history, and interactions with sales associates. When a customer gets an in-store makeover, the makeup artist logs all products used and send it to the customer app. This means the customer can recreate the look and if they buy the same products, Sephora know why.
L’Oréal have kept track oftheir success with an in house tool called Cockpit. it measures ROI and productivity of their digital media so that they are able to see what is performing well as it happens. Cockpit tracks CPC, viewability, fraud along with 20,000 other data sources.