By 2017, digital will influence $1.8 trillion worth of retail sales.
Today’s shoppers are in your store, browsing and purchasing your products from mobile apps, and comparing your competitors’ prices from tablets.
How do you deliver quality brand experience to an audience scattered across so many different digital channels?
The answer is omnichannel.
Omnichannel is a customer-centric strategy, that allows brands to coordinate every outlet to create a seamless customer experience (read more).
For retail marketers, the beauty industry is a great source of inspiration on how to do omnichannel right.
I used to work as a content marketing associate for an online beauty site, and I’ve seen first-hand the cross-channel complexity of modern beauty marketing.
It’s pretty incredible.
- Lancôme has built a close relationship with the fashion industry and its products often appear in the social media feeds of designers and supermodels.
- Maybelline products appear in make-up tutorials months before they hit the stores in order to build cross-platform buzz.
- In 2014, Sephora launched a Color IQ service in store where a mobile device is used to accurately detect your skin shade and make in-store product suggestions.
So, who’s the best in the beauty business for this type of flawless communication?
That would be L’Oréal.
Because You’re Worth It: L’Oréal’s Omnichannel Approach
L’Oréal has adapted to cross-channel consumer behavior by implementing a dynamic omnichannel approach to product marketing. In 2013, the cosmetics giant adopted industry-leading on-site and mobile app technology to deliver the traditional face-to-face consultation experience in a digital setting.
L’Oréal’s ‘My Signature Beauty’ Tools & Consultation page on their website offers unique customized beauty suggestions.
Innovative examples of L’Oréal’s precision marketing include:
1. L’Oréal’s Makeup Genius is a mobile app available on iTunes where you can upload a picture of yourself, virtually try on various makeup looks, receive suggestions, and purchase products to achieve these looks.
This app basically provides customers with a personal beauty consultant on their mobile device. Today, it has a nearly 5-star overall ranking on iTunes with 699 raving reviews.
2. My Beauty Picks is an expert advice section on L’Oréal’s site offering online consultations customized for everyone’s unique traits. These recommendations are determined by the same type of focused questions that a shopper would be asked by a sales rep at a department store. This launch was a one-of-a-kind in the beauty industry and has received lots of positive attention.
3. MatchMaker by TrueMatch is another mobile app available on iTunes that helps you discover the best product for your complexion. It even allows you to see which celebrities share similar skin shades and helps you locate the nearest store to purchase the suggested product.
When one of your customers finds that perfect product, they don’t want to go through the hassle of restarting the search on an e-commerce channel. Even if that channel offers bargain-basement pricing.
They want immediate directions to the nearest store and to be able to purchase it online without ever having to open a separate page. So make it easy for them. If you do this, it will simplify the shopping experience for your customers which will ultimately lead to greater brand loyalty.
2. Simulate the personalized touch of in-person sales across your digital channels.
More than half of today’s consumers are multi-channel and multi-device.
You need to provide the same shopping experience that they would expect if they visited one of your stores. This will not only establish loyalty but also encourage spending with high-value tech-savvy consumers.
Such a powerful network of integrated channels will increase the impact of each individual touchpoint. Ultimately, this will help increase your marketing ROI by delivering a more cohesive brand journey for your customers.
Is your marketing team all geared to be as omnichannel as L’Oréal? If not, learn how Bridg can help.