Beauty Store Business

MAR 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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62 March 2017 | brands that the stores carry, creating authentic bonds with their customers who ask them about products and for advice, is of the utmost importance. For these specialists, it's not uncommon for them to know regular customers on a first-name basis. "How do we transfer those relation- ships that we have in-store to the digital atmosphere? This is what we're trying to accomplish," Olsen says. "What we're really trying to do is enhance that messag- ing to our customers through technology. We do it with Customer Retailing Manage- ment systems with our marketing. We are listening to the customer, hearing from them and really just regurgitating what the customer is telling us by letting them know the products and services that we offer, and that we're a unique place to shop." Cos Bar has recently started integrat- ing store managers' photos into its email blasts that vary by region, and include each manager's product recommendations for the month. By attaching a real-life man- ager's photo, it makes the online shopping experience a more personal one. While other companies might have product picks that seem "contrived" and are based solely on what's trending, Olsen says Cos Bar's approach is genuine and more personal. It's also a way to reiterate to online shoppers that they can also head to the brick-and-mortar stores, and vice versa. The end goal for your email and social media efforts should be to become the go-to source for information for your cus- tomers, in order to "earn their trust and the right to connect with them online," Cha- rest says. "For the beauty industry, you're already at an advantage when it comes to personalization because you already know so much about your customers based on their purchases. As a marketer, take that knowledge, segment your contact list, and create personalized content and offers." By analyzing factors such as a cus- tomer's recent purchases, location, age and gender, you can effectively tailor the content to the right audience. When your customers feel like a newsletter is personalized, you'll see better results too. 3 Get people to sign up— and stay signed up. The best way to get customers to sign up for your e-newsletter is to provide them incentives. They'll want to sign up if they know they'll get access to certain sales and offers that aren't advertised on your social platforms. On Cos Bar's website, customers can sign up for a loyalty program called B. Cos. To sign up, they have to provide their birth- day, email address and mailing address— a small price to pay for a loyalty program that lets them accrue points for every dollar spent, which they can use on future pur- chases. Just signing up gives customers 150 points. The company also has a pop-up tool on the website that asks for emails, as well as another notice about the loyalty program at checkout. Because points from the loyalty program can be used both in- store and online, it acts to cross-promote both channels, and makes it convenient for customers to redeem rewards. Give your customers multiple chances to sign up for e-newsletters by having pop-ups in multiple places on your website. While there are many dos when mar- keting your brand, there are also some don'ts you'll want to avoid. First, and most importantly, don't bombard customers with too many emails that will make them want to unsubscribe. "You'll earn the right to continue to engage them by not overstaying your welcome with too many messages, pro- viding great subscriber-only offers and never sharing their contact information," Charest says. 4 Promote in-store sales, events and special offers. One of the most effective ways to get people to sign up to your e-newsletter is to provide them with special offers via email that cater to their location. Cos Bar promotes in-store events, which occur anywhere from 4 to 14 times a month. These targeted emails go out to shoppers that have signed up at that specific loca- tion, live close by to where an event will occur or have shopped at that location before. Through the Cos Bar email blasts, people can also RSVP to the events. "Once we really started narrowing our focus on these emails and narrowing down the kinks, we found a huge surge in sign-ups for the events," Olsen says. At the actual events, customers can speak with the specialists about what they liked. The specialists then relay this valuable feedback to the buyers. "There's a lot of communication from the specialists to the buyer—backwards and forwards," he says. "Present compelling content that isn't overtly promotional and is written with the customer in mind." –Dave Charest, Senior Manager of Constant Contact Images courtesy of Cos Bar Example of Cos Bar's "loyalty dedicated" email blast. Example of Cos Bar's "holiday looks" email.

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