Personalisation – The Next Big Thing For Beauty Brands & Retailers
16/12/2019 by The Red Tree
Over the last few years it has become increasingly clear that beauty consumers and shoppers are looking for a personalised experience when it comes to purchasing their day to day beauty products. This is due to biased advice and recommendations given by beauticians who work for specific brands and retailers. Moreover, a simple filter in a beauty website is not enough to identify each customer as an individual to offer product recommendations or skincare routines that address each customer’s unique needs. This lack of personalised service in the beauty industry, leaves customers dissatisfied.
This leads to beauty brands and retailers to consider the concept of ‘Personalisation’. By implementing it in their marketing strategy, conversion rates, average order value, and sales are not only increased, but customer loyalty is also ensured. In order to customise the consumer journey throughout all touch points, beauty brands and retailers need a thorough understanding of their consumers’ lifestyle, preferences, personal ethics of purchasing, and specific beauty profile, ie. skin concerns, skin type, etc.
These significant data points for every customer can be discovered by incorporating a quiz which makes use of Artificial Intelligence and Machine Learning, and is able to a/b test product recommendations and optimise these through time. We spoke to Beauty Matching Engine™, the world’s 1st beauty specific personalisation software, who have managed to capture this data in order to help brands and retailers put their customers’ needs and wants in first place. This state of the art software is formed from over 4 years of historical data and 14 million big data points collected from each unique consumer profile, along with artificial, beauty and competitor intelligence, making this matching engine the most powerful, intelligent and predictive for beauty.
This solution claims to map products by consumer requirements and allows them to tailor each beauty product recommendation to every individual consumer profile. The engine gives the ‘human touch’ which has long been lacking to the consumer’s journey when they are shopping for beauty online.
Beauty personalisation will help to inspire each beauty consumer to try new products and different brands, knowing that these products are offered to them because they cater for their specific demands. Personalisation for beauty should be integrated as an omnichannel solution. Beauty Matching Engine™ says that regular and personalised re-targeting emails, personalised homepage, menu, landing pages and beauty product recommendations are the online experience of the future.
The Red Tree is the UK’s leading international beauty brand consultancy and a powerhouse of ideas, insight and inspiration. For an informal discussion on how we might help you, please contact us.
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