Beauty Products Should Rely Heavily On In Store Trial Wear And Guidance From Beauty Consultants.

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With the right e-commerce strategy, you can bridge the gap between retail and online experiences.

How to sell cosmetics online - e-commerce strategy of top beauty brands

With the right e-commerce strategy, you can bridge the gap between retail and online experiences.

The epidemic has accelerated the digital transformation of many industries. But as early as last year, beauty brands began to sell products online. As early as 1995, one year after the first secure online transaction, the skin care brand began to use e-commerce and digital content to sell skin care products. Due to the recent acquisition of Unilever, the brand has even attracted the attention of non beauty product buyers.

Beauty products should rely heavily on in store trial wear and guidance from beauty consultants. However, the emergence of new technologies in the past few decades has made e-commerce not only a possibility, but also a cost-effective sales channel for beauty brands. With the right strategy, you can bridge the gap between retail and online experiences.

People who have followed me for some time know that I learn by observation. Therefore, in this article, I collected the best e-commerce strategies of some top DTC beauty brands for your reference.

Basic - Station Speed

Beauty e-commerce websites often focus on image. Just as you don't want customers to wait a few seconds before displaying products in retail stores, you don't want site speed to frustrate visitors and affect their online shopping experience.

For example, Blume uses Scroll Load to load fewer pictures unless necessary.

DIY bundling

It is no secret that beauty brands increase AOV (average order value) and launch unpopular products through product/daily bundling (with discounts). However, if you let customers choose what they want, isn't it more likely to buy bundled goods?

Example: Hero Cosmetics uses a customized bundle building tool to allow customers to DIY bundles themselves and get discounts at the same time.

Real life products

Even with all the pictures and information, it is difficult for customers to imagine what the online shopping products look like in real life, which increases the hesitation of clicking the payment button. Some beauty brands have come up with innovative ways to overcome this problem.

Example 1: alleyoop uses dynamic diagrams to show its interaction with the product

Example 2: Soft services allow customers to use their mobile screens to visualize the actual size of the product.

Reduce friction during trial

The biggest advantage of retail stores is that customers can try the products, which is almost a necessary step to purchase beauty products, especially cosmetics. For DTC brand, how do you reduce the friction of customer attempts? How to reduce the cost of returns while still enabling customers to place orders with confidence?

Example 1: In order to encourage people to try out their products, Kosace created a sample kit. Customers can buy it for 35 dollars, and use the points obtained for the next purchase. Genius! Real life products

Even with all the pictures and information, it is difficult for customers to imagine what the online shopping products look like in real life, which increases the hesitation of clicking the payment button. Some beauty brands have come up with innovative ways to overcome this problem.

Example 1: alleyoop uses dynamic diagrams to show its interaction with the product

Include product information

Customizing product information for various customers is not just a public relations gimmick. This shows that you care about all your customers and give them everyone the information they need to buy from you.

Think like a customer

When people visit your site, some of them already have a product in mind, and most of them have a problem in mind.

"I have a pimple, and I want to get rid of it."

"My skin feels very dry, and I need to replenish water."

With all kinds of choices and changes, beauty can become very complex and unstoppable. By thinking like customers, use their language to design e-commerce experiences.

Example 1: Themes let customers choose their skin status to browse products, which is more intuitive than using product categories.

Learn about delivery delays in advance

Beauty products are sensitive to time. Your customer may be waiting for a bottle of sunscreen to take on vacation, or they may be running out of makeup remover. Knowing the delivery delay in advance can save you more customer service time and avoid losing (dissatisfied) customers.

Subscription and saving

For daily necessities, Amazon offers one-time purchase and discount subscription options. This is a win-win situation. The enterprise has obtained some predictable recurring revenue, and customers have obtained automatic delivery of discounts. What could be better than this?

Cross selling: highlight the product portfolio

Beauty products of the same brand often work well with similar formulas. Therefore, when educating customers how to use the product, do not miss the opportunity of cross selling.

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