While many beauty and makeup-related businesses have traditionally thrived on in-store interactions with customers to boost sales, the rise of digital technologies and the convenience of online shopping has led many brands to redirect marketing energies into the world of e-commerce.
Regardless of whether the majority of sales transactions are taking place online or in-person, customer experience should always be paramount to ensure maximum retention of existing customers. So, if your brand is seeing an increase in online engagement, it might be time to evaluate the effectiveness of the digital customer your offer in order to tailor it to the desires of the modern beauty buyer.
For beauty business ideas that will see your brand flourish in the digital market, keep reading!
How To Improve Digital Customer Experiences
Improving your customer’s experience begins with acquiring digital customer experience tools to optimize every aspect of the buyer’s interaction with your brand. As more customers are using their phones to shop, your website and your app are some of your strongest tools to improve customer experience.
Ensure your site is optimized for mobile use, as buyers are more likely to abandon a purchase if your site is slow or difficult to use. Customer experience doesn’t just involve interactions with your customer service team - it includes every part of the buyer’s journey, so by creating a responsive and efficient digital platform, your customer will have a more positive online buying experience.
Utilize new technologies to offer customers an in-store experience in the comfort of their own home. For example, virtual reality benefits for businesses are particularly applicable for beauty brands as VR can provide customers with a ‘try before you buy’ experience.
Top beauty brand Charlotte Tilbury now offers its ‘Magic Mirror’ makeup try-on service where customers can virtually apply makeup via a camera, allowing customers to actually see if a shade works for them. ILIA Beauty offers a similar service where customers can send in a selfie to get a shade match - a more accessible option for many beauty brands.
By offering personalized digital experiences such as this, it provides the tailored service that customers receive when shopping in-store, with all the added convenience of online commerce.
How To Personalize Customer Experience
As well as adopting innovative technologies to improve the buying process, customer experience can also be personalized via direct interactions between your customer service team and your customers.
Inclusivity of all customers has been the beauty industry standard since the launch of Fenty Beauty in 2017, so provide training courses for your customer service team so that they can provide expert advice to customers of all backgrounds.
Offer simple ways for customers to instantly connect with customer service, whether it be an automated chatbot on your website, or an email specially for customer queries. Some brands such as Thrive Causemetics and Ilia Beauty even offer tailored beauty advice and accept product suggestions, providing customers with a simple online form to fill out so that their customer service team can easily contact those looking for assistance.
Personalization can also be incorporated into the products themselves by offering custom embossing or printing, such as Benefit’s option to add a name onto the box of their Hoola bronzers. Packaging with personalized note cards is also ideal for customers purchasing gifts - brands such as The Detox Box offer this as an option with every purchase.
If you could use help with building your Beauty-full Customer Experience, set up an intro call today!