In the past, beauty businesses depended on in-person interactions to attract new customers and retain existing ones.
But with the growth of technology, the industry has successfully managed to navigate the world of e-commerce and come on top. But how did this happen? After all, it seemed people were okay with buying products offline as it allowed them to see, touch, and try products before buying. Read on to find out how the beauty industry is winning in e-commerce.
A Perfect Education
One of the biggest advantages e-commerce has given online stores is the ability to educate people about how different products and services work. For instance, if you click on a site like marksolomonmd.com, you can learn about plastic surgery, allowing you to make an informed decision. Usually, brands will create short videos or write blogs to explain how to use certain products or services. These videos are similar to YouTube tutorials, only they are shorter and packed with all the relevant information.
Consumers don't need to go down to physical stores to learn more about products or services. There's enough information online to help with that. Doing this also creates a sense of transparency where customers get to see how different products work before making a purchasing choice.
Use of Social Media
Social media is one of the biggest reasons the beauty industry is thriving. A platform like Instagram has helped brands target customers from all over the world. It allows companies to market their products in an appealing and effective manner. And it's working because customers can purchase products directly from the posts. In fact, considering that social media marketing is one of the most effective digital marketing strategies, you can't afford not to use it if you want your brand to grow.
Another way that the beauty industry has managed to win in e-commerce is by providing customers with personalized services. Personalization isn't just about addressing your customers by their names in emails or offering birthday discounts. Beauty businesses are doing more than that. They also try to find where customers are on their buying journey to personalize every touchpoint. By doing so, they boost engagement and conversion rates.
For instance, skincare brands can use email marketing to send reminders to customers to replace their products at different intervals. For instance, if they know a 70ml bottle of moisturizer lasts about three weeks, they can send the email a week before it runs out. That level of personalization is what has helped these businesses stay ahead of the curve.
Diversity and Inclusion
It's common knowledge that diversity and inclusion are big issues in the beauty industry. From products only suitable for particular skin shades to advertising that perpetuates far-fetched beauty standards, consumers have made it clear that they can no longer put up with such standards. Beaty industries are becoming more inclusive as they realize most customers are belief-driven. That means the values of a brand are just as important as its products.
Today, if you check out beauty ads, you'll notice they are inclusive. They include people of different genders, sizes, and colors. This is to show that the products or services they offer are not limited to just a specific group of people.
Beauty brands and influencers have created a solid symbiotic relationship in the last few years. Gifted products and sponsorships are the basis for content like tutorials and reviews that drive online engagements and sales. In fact, one can say that influence marketing is one of the biggest marketing expenses in the beauty industry. And why is that? Influencers can help brands expand their reach and position in the market.
Sustainability is a huge global issue that one can't expect not to touch the beauty industry. It's an industry that must constantly respond to consumers' ever-changing needs. But to meet those needs, are these companies adhering to sustainable practices? More consumers are changing their buying habits to be more eco-friendly. This change in purchasing preferences has caused beauty industries to adopt environmentally friendly policies at all stages of their e-commerce operations to create a sincere perception.
Excellent Customer Service
One thing that has helped beauty companies is the kind of customer service they provide. Most of them provide excellent e-commerce customer service. They address customers' concerns and questions before, during, and after sales. They respond to messages they receive on social media channels or e-commerce marketplaces to capture leads quickly. They've even gone further and hired customer service agents to ensure customers get enough attention.
The Use of Virtual and Augmented Reality Technology
Buying beauty products online has always been tricky because customers are used to touching and trying these products. With e-commerce, people can't have that. The beauty industry has overcome this challenge by adopting virtual and augmented reality technology to help customers 'try out' products. They can use special filters to see how they would look wearing different products. It lets them understand if a product is right for them, hence boosting shopper engagement.
These are just some of the ways the beauty industry has managed to win in e-commerce. And as the world continues being digitized, one can only expect this industry to keep thriving.