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How 3 Health and Beauty Brands Leverage Data to Personalize the Buyer’s Journey

The beauty industry is valued at $532 billion and expected to grow to over $800 billion by 2023.

With a rapidly growing market, competition is fiercer than ever. Health and beauty brands need to find a way to compete, and fast

A major part of staying competitive (and candidly, simply keeping up with the times) is effectively leveraging customer data. In today’s world there’s no shortage of data brands have access to from marketing data to merchandising data and more. It can be overwhelming, to say the least. However, brands that are effectively harnessing all of their data to personalize the buyer’s journey are coming out on top. 

So, how exactly are brands utilizing data to personalize the buyer’s journey and stand out from the pack? 

Here are 3 examples of health and beauty brands succeeding in a crowded space by harnessing data to create unforgettable, personalized experiences for their shoppers.

1. Coola Suncare Utilizes Loyalty Data to Drive Tailored Marketing Campaigns

A unified customer profile is not a nice-to-have, but a must-have in today’s competitive market. When brands have access to all of their customer data, they can engage each shopper at the right time with the most relevant offer possible. Shoppers are more likely to convert, and with a higher AOV, when presented with personalized campaigns. 

With disparate data sources it’s nearly impossible to provide a seamless experience, and Coola Suncare is only able to deliver personalized experiences to their shoppers because they’ve invested in building a unified customer profile for their entire database.  They leverage their loyalty and marketing data as a key part of their campaigns to win over their customers time and time again. 

So, how do they do it?

They embed conditional content within every campaign based on their each customer’s loyalty program status.  They also pair loyalty information with product recommendations, infusing personalization in recurring campaigns like cart abandonment and points reminders.  So, if you’re a Coola customer with 500 remaining loyalty points, Coola will send you an email highlighting products that you’ve shown interest in along with a simple way to redeem the points.  Simple, easy, and seamless.  Coola is also able to segment their shoppers by loyalty members vs non-members and deliver more personalized offers based on that information. 

By combining data sources they have delivered a more personalized experience and increased conversions by 30%.

2. Ouai Utilizes Data to Deliver Product Recommendations

To stay competitive, health and beauty brands need to take the next step in personalization by recommending products their shoppers will love based on key data points. Increasing conversion rate is the name of the game and it is achieved through delivering a personalized shopping experience. In a recent Accenture report 65% of consumers said they are more likely to buy from a retailer if they are recognized, remembered, and receive relevant recommendations. 

Ouai is a great example of harnessing the power of data to drive personalized product recommendations. Suggesting relevant products is especially important in the DTC and ecommerce world where shoppers can’t physically touch and test out products and may need recommendations to guide them through their journey. 

In 2016 Ouai launched a quiz that generates personalized product recommendations for their shoppers and so far it has been taken nearly 70,000 times. Purchases from the quiz account for 20% of their total website sales. Not only is Ouai able to personalize the shopping experience with product recommendations based on quiz data, but they are also able to store it to inform future product decisions and customize campaigns based on known preferences. 

3. Sephora Unifies their Online and Offline Data for a More Personalized Experience

Oftentimes, health and beauty brands have both an online and in-store presence. And, in many cases these are looked at as entirely separate entities. 

We all know this isn’t the most effective way to run a multi-channel business, because it’s typically the exact same shoppers who interact with the online and in-store properties.

It’s important for brands to unify data from these channels into a single customer profile in order to effectively personalize the buyer’s journey. Having a unified view of the way each customer interacts with the online store and the physical store allows brands to quickly personalize marketing campaigns and understand critical metrics like LTV and loyalty. 

Sephora has combined their in-store and digital teams to achieve a complete customer profile. With access to the entire customer journey, they’re able to better serve their customers and provide a more personalized experience. Additionally, with this unified data Sephora is able to track audience behaviors and deliver marketing content that is highly relevant and targeted to each shopper.

Accessing and utilizing data successfully is crucial to health and beauty brands. The list of ways to utilize data is endless, but the suggestions and examples above are a few ways your beauty brand should be thinking about using data to create a more relevant and personalized shopper experience. By using data to infuse personalization into the buyer’s journey, increased conversions and higher AOV await. 

Learn how Zaius helps the health and beauty industry leverage data and create more personalized experiences.

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