- Use customer data differently - Finery users are reminded of the clothing options they already have. It made us wonder, how many brands out there use their consumer data to remind customers of purchases they love, rather than solely to suggest new products? That's a missed opportunity to get customers to fall in love with your brand all over again and build loyalty. Remind customers of the pieces they do have from your brand and help them style and pair it in different ways - for work, formal or casual settings.
- Weather styling tips - One feature we love about this app is the pairing of clothing suggestions with real-time weather updates. For example, if the weather calls for a sunny day but it's expected to cool down after dark, Finery suggests how users can layer their looks to be dressed appropriately from day to night. This hyper-localized styling advice could be adopted by a variety of retailers.
- Remind users of return deadlines - Customers like to be reminded when an order is nearing the end of it's return window, so make it easy for them with alerts and ask them how their product is fitting.
3. The Future of Connected Beauty
As consumers become more aware of what they put in and on their bodies, skincare and beauty companies have had to evolve. It's no longer about just looking beautiful, it's about feeling beautiful too - with wellness at the center.
In November, L'Oreal launched My Skin Track, a battery-free, wearable electronic device that tracks exposure to UV rays, pollution, pollen and humidity, all of which users can monitor through the corresponding app. The goal? To make people aware of what their skin is actually exposed to and to aide them in protecting their skin and health. For example, many people grossly underestimate the amount of UV they're exposed to. By alerting them to the actual numbers and encouraging the use of sunscreen, L'Oreal hopes to reduce cases of melanoma.
Additionally, the advancements in medical technology have enabled L'Oreal and other companies to better measure ones skin, such as the PH balance, texture, sensitivities and microbiomes, so the right products can be made and recommended to improve an individual's skin health. In the future, we may also see genomics (DNA structure) play more of a role in identifying skin conditions that beauty providers can better cater to.
L'Oreal isn't the only one working to enhance its skin analysis. Revieve partnered with Samsung to offer a skin analysis with Bixby Vision, Samsung's AI-powered interface. With it, users can take a selfie to receive a personalized skin analysis and get customized product recommendations. Revieve also has a suite of Digital Advisor products that allow retailers and brands to digitally interact with beauty shoppers in-store, online via Facebook Messenger and WeChat - giving beauty brands another opportunity to reach mobile shoppers wherever they are.
Overall, the increasing convergence of tech, retail and beauty is exciting to watch. Retailers will have to explore and invest in what makes sense for their brand and what helps to best serve their customers' needs.