By now, most retailers know that they have to incorporate a mobile strategy to help complete the customer journey and cater to shopping needs. Yet in the beauty industry, retailers are still trying to figure out what works best for them.
Over 55% of mobile shoppers use their device to research products before purchase and 39% of mobile shoppers are already shopping specifically for beauty and health related products. With beauty shoppers intent on researching products, reading reviews and cosmetic trends ahead of time, today's top beauty retailers are wisely incorporating contextual marketing into their beauty apps to reach customers directly.
The Honest Company, lead by Jessica Alba, recently launched an app that not only serves as a mobile commerce platform but also provides makeup and beauty tips for users. Through the app, customers can research products and share reviews before completing their purchase.
Beauty retail giant Sephora is also making waves with their app, "Sephora-To-Go". The app allows customers to connect with the brand through their mobile device and engage with the Sephora community to read reviews and discover new makeup trends. This engagement and connectivity leads to customers purchasing not just more product but also, the right product which instills brand loyalty and heightened satisfaction. By using beacons technology, Sephora is also able to deliver promotions, birthday month benefits and remind customers to take advantage of free mini-makeovers in-store. When they tested the beacons offer in their San Francisco location, a whopping 80% of shoppers opted in to receive this benefit - so clearly the demand is there!
Do you have a mobile app strategy that caters to your beauty customers? GPShopper has already worked with leading beauty brands like Estee Lauder to create engaging mobile apps. Find out how the right mobile app strategy can improve your business. Contact us today.