More than 3 in 4 shoppers want a more personalized customer experience. By personalizing the shopping experience, a cosmetics brand is more likely to have a long-lasting relationship with its customers. With consumers using multiple devices today, it’s even more important to reach them in various channels.
No brand wants to showcase products that won’t meet their customers’ expectations. 91% of shoppers would even abandon an online retailer over a poor shopping experience. It’s a lose-lose. Personalization can be seen in many industries but comparatively less in beauty and cosmetics, where there’s a higher need for a personalized experience.
Omnichannel engagement in the beauty and cosmetics industry
Personalization has been proved to be a gamechanger in the eCommerce space and isn’t new in the D2C beauty industry. The last couple of years has seen more and more customers migrate to shopping online. 84% of eCommerce leaders believe that customers will continue shopping online this year.
7 in 10 retailers who invested in personalizing customer experience have seen an ROI of at least 4X. On average, personalization boosts conversion rates by 45% for eCommerce brands. Previously, most retailers had cart abandonment rates of 60% or more, but after personalization, the average rate for all retailers reduced to 46%.
Here are some exciting personalization and customer engagement tactics used by prominent online cosmetics brands that you can use for yours.
1. Show new visitors a welcome offer
91% of customers are more likely to shop with brands that provide relevant offers. This is a great way to boost sales since this will further encourage customers to purchase products they already want to buy.
Nars Cosmetics offers personalized deals and coupons to first-time visitors. This also acts as the building block of their personalization strategy since they collect data from new subscribers. With customer data in hand, brands can engage with them by sending personalized recommendations, offers, and discounts in emails.
2. Introduce “Trending Products” widget to show what others are buying
Stay on top of the latest trends and offer your customers the most in-demand products in the market. This widget, often found on the home page, displays a unique collection of popular items that appeal to each customer’s interests and tastes.
Revlon’s ‘Trending’ widget gives the customers an idea of the best-selling products at that moment and generates interest in those products.
3. Show new products with a “New Arrivals” widget
The New Arrivals widget will help your customers get a sneak peek of the latest products in one place.
Sephora has placed a new arrivals widget on their homepage because 85% of customers are influenced by personalized homepage recommendations.
This widget can be placed on any other page where you want to increase the awareness and visibility of your new products.
4. Showcase different banners to find what sticks
Your cosmetics brand may have different customer segments and knowing their exact preferences from the get-go is a challenge. In such cases, showcasing different banner layouts to different segments helps in effectively doing A/B tests.
For example, Shiseido shows a percentage discount for the UK:
And a promotional free product for the US:
5. Offer personalized and relevant search results
Cosmetics is a very personal line of products where factors like skin tone, personal preferences matter for consumers. Hence, for every search, showing a list of personalized results goes a long way in engaging with customers.
Here, elfcosmetics shows darker shades of lip color for someone who prefers those shades:
71% of eCommerce shoppers use the search bar frequently, and 48% of eCommerce brands offer personalized search results to deliver a delightful shopping experience.
Don’t fall behind your competitors. Personalized search recommendations are a must-have in today’s world.
6. Create an amazing product display page for all your products
The product display page is where the magic happens. The first thing that draws customers to a product is its look and feel, so you need to design it in the most beautiful way possible, just like Estee Lauder has done here. An effective product page design can make or break an online sale. A highly optimized product display page can have a profound impact on conversion rates.
Check out how Netcore Cloud helped The Body Shop achieve a 13.2% uplift in online revenue by implementing personalized product recommendation widgets on its product display page.
7. Display best selling products on your website
The best products often get buried in a sea of options. By displaying the most popular products on the homepage, Sephora is making it helpful for users visiting their website the first time. It attracts them to buy the product from their online store.
This is one of the best practices you should adopt in the e-commerce business.
8. Create new sales opportunities with season-based offers
Urban Decay knows it is the best time to showcase their seasonal products whenever any occasion, festival, or holiday comes around. Create a seasonal marketing initiative for each of them to show customers that you care about them during special occasions. Offer discounts, run social media contests, and much more to spread the word about your brand.
You can promote certain products that are in demand during a particular time of the year.
9. Recommend the best products based on a customer’s previous behavior
‘Recommended for you’ widget is a simple yet powerful tactic to show your customers products that are most likely to interest them. Understanding your customers’ likes, interests, affinities, browsing history, and purchasing habits will enable you to recommend products they are most likely to purchase. Customers are more likely to click and check out products if they have been personally recommended for them.
Nars use this strategy in a very efficient way to increase the conversion rate of their online store.
10. Let customers easily locate products they viewed recently
Customers get lost when there are tons of products on display. A customer generally clicks on a product since it seems to be interesting. Most customers visiting an online store will view between 5 to 10 products before they make their final buying decision. Personalization helps 75% of retailers achieve at least 10 page views per user.
When thousands of products are displayed on the site, it becomes difficult for the customers to keep track of their previously viewed products. Numerous times customers also drop-off without completing the purchase.
Chanel makes it very easy for their customers to locate those products by adding the ‘Recently Viewed’ widget. Customers can easily find the products they had previously viewed without going through all the previous pages.
11. Web push notifications to deliver personalized discounts
Even after viewing a couple of products, if visitors don’t convert, web push notifications are an effective way to engage them. These browser notifications can be used to deliver personalized discounts, reminders, and other messages to visitors on your cosmetics website.
Mother Sparsh uses browser push notifications for showing discounts to persuade users to place an order.
12. Cross-sell related products
Cross-selling is a clever way to increase sales by suggesting a complementary product, and as a result, raising the average order value per active session. 60% of retailers see average order value jump by over 10% post personalization.
MAC does exactly this by offering additional products that may be relevant, complementary, and attractive for the shoppers.
Imagine a visitor is browsing through a website and is looking for red lipstick. As they browse through the brand new collection, a widget pops up with a suggestion: ‘Your red lipstick works well with black eyeliner! Bestseller’. Increased cart value right there.
13. Increase cart size with upselling
Upselling is the practice of offering a consumer a more profitable or luxurious version of a product they are viewing or thinking of purchasing. By understanding the psychology of customers and learning the best ways to upsell, brands can make the most of this strategy and increase the average order value and revenue per user.
It is important to up-sell in a very subtle manner. Maybelline does this by showcasing the value and benefits of similar products by recommending higher-end versions of the product.
14. Grab your customers’ attention with exit-intent popups
An exit-intent popup is one final attempt to ensure a customer doesn’t drop off and stays on your website. If a user has been inactive for a while, the next step might likely be to exit the website. In such situations, they can be re-targeted with a pop-up message to encourage them to continue browsing. By making them comfortable with the pop-up and giving them reasons to stay on the page, you’re reducing the bounce rate and increasing your website’s conversion rate.
For more effectiveness, properly segment your audience. Sending the right message to the right people is bound to generate great results!
Check out how Netcore Cloud’s exit-intent pop-ups helped The Body Shop reduce bounce rates significantly.
15. Make your customers come back with personalized cart abandonment emails
Even after an exit-intent popup, if a visitor leaves, there’s yet another way to engage them.
You can send personalized emails to your cosmetic website visitors that abandoned their carts and encourage them to complete their checkout.
Personalized emails deliver 6X higher transaction rates than non-personalized emails.
16. Use Smart push notifications to remind customers of the items in their cart
There are numerous occasions when customers add products to the cart but exit without checking out and purchasing. On your brand’s mobile app, showing a notification can have higher visibility than a web notification.
63% of retailers could not bring cart abandonment rates below 60% before personalization.
Personalization has helped brands reduce the cart abandonment rate to less than 46%.
17. Reactivate dormant customers to encourage re-purchase
Here’s a really important tip for every business: attract and retain your customers. If a customer has already shown interest in your products and services, there’s no reason for you to let them go. If they haven’t been around for a while, use targeted personalization campaigns to remind them about your products and services.
As long as you are providing customers with what they need, they’ll keep coming back. If not, give them an incentive to return and shop on your website. Offering Coupons and discounts are a good way to re-engage with dormant customers. Showing personalized product recommendations based on their previous browsing history will also grab eyeballs.
Check out how Netcore Cloud helped Qtrove retarget their customers with a personalized “We Miss You” email campaign to nudge them to transact again with 1:1 relevant product recommendations.
18. Engage with customers with new offers shared through in-app messages
In your cosmetic mobile app, delivering the right introductory or personalized offer via in-app messages can grab a user’s attention. Tie in a coupon code for a purchase, and you have an in-app message with more success for conversions.
‘Sugar’ uses in-app messages to display offers from the start of the customer journey to get more conversions.
19. Encourage users to take action through in-app nudges
A more subtle way to engage with users is using in-app nudges. Prompting the right action at the right time, like nudging to add to favorites or reminding to checkout, is a soft push in the right direction to complete an action.
The above screenshot nudges the visitor to read more about a self-care routine. Nudges can be used for educational, interactive, sales, and other purposes.
20. Offer personalized discounts through SMS
Other than online, there’s an offline channel your cosmetics brand can use for sending personalized offers: SMS. Short text messages with an offer can interest cold visitors and re-engage them with your brand.
The above example shows an SMS with a 15% discount urging you to complete a purchase.
21. Offer virtual try on for ‘try before buy’
Personalization and customer engagement can go beyond showing messages. For cosmetic brands, showing their consumers what products will look like when tried without even leaving their home is personalized engagement.
We see elfcosmetics showing a virtual try-on feature that allows users to upload an image and see what a cosmetic product will look like when applied to their face.
22. Leverage Virtual Reality: The next big thing in the beauty and cosmetics
Virtual Reality is a new immersive form of storytelling that takes you inside the story. It allows you to experience anything, anywhere, at any time.
While the world is still figuring out the implications of virtual reality, brands like MAC are rushing to jump in and figure out the medium. 34% of brands are planning to focus on virtual reality in the coming years.
Today’s customers want to have an interactive experience. With the help of virtual reality, customers can experience a digital version of their favorite beauty products.
Customer engagement and experience: the new competitive edge
The beauty industry is growing yearly, with more and more brands and products entering the market. A less explored area for cosmetics brands is delivering personalized experiences across multiple channels to their customers. Early adopters can stand out from the competition.
Such engagements help increase the number of returning customers and increase the conversion leading to an increase in overall revenue.
Want to know how we can help your cosmetics brand develop and deploy a winning AI-powered complete customer engagement and personalization strategy? Check out this page.