One of the biggest trends across geographies in the pandemic era is the shift to digital and e-commerce. What are your favorite examples of how retailers are leveraging e-commerce and broader technology during the pandemic? What are some of the clever and effective ways they were able to convince consumers to buy online?
Everyone has to experiment; everyone has their own strategy. For premium brands in particular, you've seen smart ways to use beauty consultants or advisors as part of the transition to the web and into social selling - which means you buy directly from the person representing the brand, rather than through traditional e-commerce or store channels.
Another really exciting digital element I've found is the use of personalization and quiz-style diagnostics. It's a fun way to engage consumers and create a product that they think is unique to them. In some cases, there are six formulas and you take a quiz to jump on the best one for you. In other cases, it's a very personalized product indeed. This trend has been successful in marketing for years and I think we'll see it continue engage consumers in beauty store
There's another level of personalization that's common in beauty right now, and that's personalized packaging. For example, you'll get your initials or some sort of personalized touch on your product, which makes it feel more authentic and more in line with your needs.
But once you get into custom formulations or really custom packaging, it's hard to make it cost effective. So, especially for big brands, it's all about. Are you trying to offer some custom products through your entire product line, or do you have a subset of products that are custom products? [The latter] is where a lot of brands are going. It's a challenge, but it's definitely worth the investment in the next few years.
0
0
0
Sign in to leave a comment.