Friday, December 1, 2017
Guest Post: 4 Ways Technology and Cosmetics Have Collided #Cosmetics #Technology
4 Ways Technology and Cosmetics Have Collided
For decades, the cosmetics industry primarily appealed to customers via retail stores. This was where staff members enticed shoppers with free samples and subtle but effective sales pitches.
In recent history, that practice has slowly taken a backseat to a new trend: leveraging technological innovations to attract more business. The fact that the global cosmetics market is expected to be worth $390.07 billion by 2020 may be a result of this smart, fresh approach. By understanding how the industry is using new technologies, other businesses can also achieve this kind of success.
Augmented Reality Enhances Ecommerce
It’s no secret that ecommerce has put many brick-and-mortar businesses in jeopardy. For a long time, cosmetics retailers couldn’t adapt. When someone purchases makeup, they want to try it first before making a purchase. This was impossible through an ecommerce platform until very recently.
In 2014, L’Oreal Paris launched an app that allows customers to use their smartphone screens as virtual “mirrors.” Through augmented reality technology, the app lets users try on products without having to visit an actual store location. This then makes it easier for the company to sell to customers online.
L’Oreal Paris hasn’t limited its tech-centric approach to this one new feature. The company also established the “Beauty Workshop,” consisting of digital workstations which show customers how they can use their products to achieve a range of looks. In the past, you would need to train members of your sales staff to demonstrate these techniques. Now customers can simply get the same information digitally.
L’Oreal is just one of many cosmetics companies proving that through native Android app development and other venues for AR design, they can leverage new technology to their advantage. Additionally, they can effectively jump the hurdle presented by ecommerce and are proving that the problem-solving abilities of the future for this industry remain poised to improve.
Bluetooth Updates Offer a Personalized Shopping Experience
Sephora is another major cosmetics brand that has used technology to upgrade the retail experience. Customers can choose to enroll in a program that will provide them with welcome messages, promotional offerings, and similar alerts when they walk into a store.
Bluetooth beacons deliver the alerts straight to a customer’s mobile device. While the feature is only available at 20 stores, if the testing phase is successful, this is likely to become much more commonplace. The fact that 80% of Sephora’s app customers enrolled in the service indicates a substantial degree of consumer interest in this type of feature.
Gathering Sales Data
Brands want to know as much about their customers as possible. Thanks to technological innovations, it’s easier than ever to gather this important data.
For instance, Poshly is a data collection organization that offers customers the chance to win cosmetics products if they complete questionnaires first. The company then anonymizes its findings before sharing it with a network of partners. The information these questionnaires yield makes it easier for companies to develop effective marketing strategies, determine where products should be placed in their stores, and find new customers.
Content is King
The cosmetics industry has benefited greatly from content marketing and social media. Companies like L’Oreal and Birchbox regularly post tutorials and celebrity campaigns on Youtube. Sephora and similar brands use social media to engage with their customers. Numerous cosmetics brands announce new products via Snapchat.
Through their content marketing and social media campaigns, these companies are able to provide valuable information to customers while also promoting their own products. Additionally, it serves to increase brand awareness, engagement, and loyalty.
As new technologies develop, there’s a good chance the industry will continue to embrace the solutions they provide. Professionals in other industries should strive to follow in their footsteps, studying which technologies they can use to reach more customers in the digital age.
by Rae Steinbach
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