14 August 2023

Personalised customer experience in the beauty industry

75% of consumers are more likely to purchase a product if provided with personalised recommendations (Source: McKinsey). This could mean you’re missing out on the majority of your market if you don’t create personal customer experiences today!

We’ve put examples below of brands that we think are smashing it in the hair and beauty industry. Whether they’re skincare products perfectly suited to your skin, or reward schemes that we’ve heard great things about, read the latest trends below.

Tailored to their needs

We’re now expected to look beyond segmenting your audience into groups or categories and go one step further to looking at individualised experiences.

Yawn client, Kevin Murphy, have a ‘Product Matchmaker’, a quiz to determine the best suited products for your hair type and style. When completed, this quiz takes users to a landing page filled with products dependent on their answers. It also gives users an opportunity to sign up to their newsletter, which then also gives tailored recommendations.

Offers and Promotions

Everyone loves a discount code, but how can you make them still profitable for your business? Often we think discount codes can decrease our profit margins, or just be used to clear unwanted stock. However, offering incentives such as discount codes, or limited-time offers, can increase customer’s intent to purchase.

With platforms like Shopify, you can easily run reports to show the impact of discount codes and online offers, these can then be used to evaluate your marketing strategy going forward. They’ve also put together a helpful guide on how to boost sales using discount codes.

Rewarding Loyalty

Especially in the hair and beauty industry, customers are loyal. Once they’ve found a product or service that is perfect for their complexion or hair type they’ll stick with it. Therefore, once you’ve got customers choosing your brand over competitors, you need to reward their loyalty and nurture them.

This could be through a reward scheme. For example, Charlotte Tilbury offers ‘Charlotte’s Loyalty Programme’, with various ways of collecting ‘Loyalty Coins’ which can be spent online. This loyalty scheme gives personalised rewards, recommendations, and exclusive offers and gifts.

Subscription Services

Within this personalised experience, people want convenience and efficiency, especially from their beloved beauty brands. Whether you can offer perfectly timed toiletries for when someone is due to run out, or their regular supply of shampoo and conditioner, your brand should seek to provide this service online.

You can allow users to choose what they want, how often, and offer exclusive discount to thank them for choosing you. Brands like grüum offer subscribe and save services. With grüum’s interface, it is simple to have multiple subscriptions simultaneously all going on different dates. Not only just this retain your customer base, but it creates convenience and allows them to choose what works best for them.

Try Before You Buy

With the rise of augmented reality, brands are using technology to offer new services for consumers. One of these is using facial recognition and augmented reality to allow customers to try products before purchasing.

L’Oréal Paris have already begun to roll this feature out with their ‘Tap & Try’ service. You can use their website to virtually try on their most popular products, hair dyes, and make-up to see which tones best suit your skin. They do this by using an advanced face-tracking algorithm which detects key facial features and is able to work in the same way many social media filters do to apply colouring to an image.

Summary

These trends are also applicable to all businesses in any sector. It’s important to identify your customers needs and make your user experience as personalised to them as possible! Whether that means adding new offers to your website, or creating a loyalty program to encourage repeat purchases, it’s time to start engaging your customers through personalised experiences.

As Shopify Partners, we’ve got a wealth of experience in growing eCommerce brands. If you’re a hair and beauty brand looking to personalise your customer experiences, or grow your digital presence, get in touch!

No boring answers, no off-the-shelf thinking

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14 August 2023

Personalised customer experience in the beauty industry

Tailored to their needs

Offers and Promotions

Rewarding Loyalty

Subscription Services

Try Before You Buy

Summary

No boring answers, no off-the-shelf thinking

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