Three New Ways Beauty Brands Can Earn Customer Loyalty
While beauty & personal care marketing used to be dominated by a handful of major brands, the internet has made it much easier for smaller companies to compete with large corporations. As a result, consumers are now accustomed to a wide range of choices.
This shift is great for consumers. But for marketers? It means that it’s now harder than ever to establish strong brand loyalty.
Earning true brand loyalty is tough within the beauty industry. As Kurt Jetta, founder/CEO of TABS Group explains, “The heaviest cosmetics shoppers demonstrate no brand loyalty, purchasing more than eight brands on average.”
Loyalty is particularly lacking within the context of ecommerce retail, where smaller brands make up 86 percent of purchases—unlike traditional retail, where the same 20 manufacturers account for 96 percent of purchases.
But customer loyalty is certainly not impossible, and with innovations in retail marketing solutions, a growing list of tactics have become available. In this blog, we’ll explain three new ways marketing automation can help marketers cultivate the loyalty of beauty shoppers.
1. Leverage detailed personas for targeted campaigns
Beauty brands today compete for the attention of an increasingly diverse consumer base. Knowing when and how often Josie purchases skin care products, for example, is no longer enough. The needs and preferences of beauty shoppers are much more specific.
You need more details when it comes to personality marketing. For example, Josie may be the bi-lingual college graduate who is active on Facebook, has dry skin, a limited budget, and a predilection for plant-based products, and is most responsive to communications at night. Her friend Danny, on the other hand, is a high-income professional who often purchases travel-friend beauty bundles, prefers video content, and is most responsive to push notification marketing.
These are the kinds of detailed persona you need to avoid generic communications, reduce unnecessary spend, and deliver campaigns that better resonate with your audiences. For instance, to expand your high-end audience base, you can deploy a referral campaign that targets existing customers with high purchasing power and an inclination to share on Facebook.
Personas, finely defined, can add direction to your content strategy and provide a greater flexibility in terms of campaign development.
2. Utilize social listening
Succeeding with social media marketing means staying on top of what’s happening at all times. What is trending, and is it relevant to us? How are consumers responding to our content and products? How are they feeling about our competitors?
This is where social listening comes in. Try drawing up a list of relevant keywords and leverage the technology to track the internet buzz that matters in real time. This way, you can augment the collected comments with just-in-time insights to get a more expansive view of the needs, habits, and preferences of your audiences. You will be able to address customer grievances in time, and implement any content tweaks.
For example, you notice a lot of positive responses to a new limited-edition, winter face mask. You can seize this opportunity to target customers who have made at least 3 face mask purchases and have dry skin with an eDM campaign showcasing the rave reviews of the face mask.
Audience responses also give you live insights into the quality of your campaigns. Incorporating social listening into your campaigns will help you update your campaign content and delivery to optimize the impact of your marketing efforts.
3. Individualize how you engage the beauty shopper—in real time
Individualizing the beauty experience is about more than customized recommendations or competitive email marketing software. It’s about truly contextualizing shopper engagement, for which, a robust data foundation is needed, to derive a unified view of the customer.
They also need to map out dynamic campaigns that respond to key audience responses. For example, Josie browses your site for a vegan facewash, adds an item from the new collection into her cart, but leaves without competing her order. Your martech stack should be able to identify Josie as a good lead and automatically nurture her engagement through a carefully orchestrated series of personalized reminders, dynamic offer management, and relevant beauty tips.
But more importantly, you need to be ready to engage Josie in context, wherever and whenever she engages with your brand. She may be scanning your new discount offer QR code at the mall, or click on a link shared by influencers on your behalf. So, ensuring you can identify accurately whom you are conversing with at every touchpoint could be the lynchpin of all your individualization efforts.
Brand loyalty is a major challenge in the beauty industry. Combining clear, well-planned strategy and an innovative marketing approach, can help you navigate these choppy waters and secure loyal customers through standout experiences that are data-driven, contextualized, and consistently delightful.
Want to know why leading brands trust Resulticks to transform their customer engagement? Request a demo now.