Month: November 2015

Customer Loyalty

When BodyShop recently launched their new Oils of Life and Spa of the World product lines, the launch event comprised of beauty editors, bloggers and beauty influencers. Social Media has become a game changer. Companies now rely on influencers to spread the word for them. The chances of a consumer buying a product are higher when it has been endorsed by influencers that they follow vs. the company itself talking about their own new products. Celebrity endorsements have always been popular for product promotion. Influencers are now the new celebrities!

The influencers, more often than not, go back and blog/vlog about the product/brand and their experience with it. These reviews sometimes have a greater impact than a self-promotional advertisement issued by a company, as they communicate your brand more effectively than any other marketing activity. Reviews are the single most effective way to improve a brand’s digital marketing.

In fact, the experience that a customer has with a brand is such a key factor that it has given rise to a relatively new position in the C-suite, the Chief Experience Officer, who oversees all of a firm’s interactions with customers.

Let’s take the instance of L’Oreal. They introduced The Makeup Genius app last year, which allows users to virtually test makeup, and it has been downloaded 14 million times since its launch. It has driven more than 250 million virtual product trials.

make-up-genius-app

Makeup Genius allows customers to try on makeup virtually and delivers real time responses. It photographs a customer’s face, analyses more than 60 characteristics and then displays images showing how various products and shade mixes achieve different looks. Customers can select a look they like and instantly order the right products online or pick them up in a store. When the order arrives, and you reopen the app, it is proactively reconfigured to give you instructions on applying the makeup. The app also sends periodic recommendations for other looks. Because the app is simple and useful, it drives customer loyalty and the customer also act as advocates sending app links to friends with similar interests.

By making experimenting, sharing and purchasing seamless and fun, the company is rolling out a highly sticky journey that builds loyalty to L’Oreal products.

Ultimately, the proof of the pudding really lies in repurchases or repeat purchases. With the plethora of options available, the differentiator lies in being able to bring the customer back for more. The brands that will succeed are the ones that build customer loyalty.

 

References:

Competing on customer Journey – David C Edelman and Marc Singer (Harvard Business Review South Asia, November 2015)

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Make-up & Social Media

Social-Media-Suicide-anime-wallpaper

A few days ago I was at Sephora for a makeup trial. A lovely young lady Kristin worked some magic on my face. She was perceptive, understood exactly what I was looking for, knowledgeable knew a lot about the products, very engaging spoke to me through the entire process. At the end of it, it felt like not only did I have a beautifully made up face, I had made a connect too.

Sephora broke the mould, according to a Harvard Business Review article that I ​recently ​read, because their retail concept represented a stark break from the traditional cosmetics retail model where sales representatives would push their ​products onto shoppers. Sephora placed multiple brands of similar products next to each other and encouraged clients to try on ​products. They told people that it was ok to come in and try on make up without buying anything. It gave them access to products that they otherwise would’ve had to buy just based on the packaging.

This in my mind is how social media works. It has completely altered the way customers react with companies.  It makes us feel like we have a voice and someone is listening to us. It gives us access to areas which were previously thought of as unreachable. It makes you experience an organization as someone that we know rather than a cold factory/office somewhere far away.

It encourages participation by leveraging on the “intrinsic motivation” of community members, which has more to do with obtaining a reward from the activity itself than its actual outcome. Most campaigns are not linked to direct product sales but focus on creating a feel good factor.

There is a desire to experience, a desire to own and a desire to be a part of things. Smart social media marketing channels people’s desires into revenues. But how do you do this, how do you create a successful social media presence. The REALLY framework is a great place to start:

RESEARCH the social media landscape of your industry, understand your goals, objectives and competition

ENGAGE with your customers, work towards not just creating a large following but encourage people to engage with the brand. Always respond to customers whether the comments are good or bad

ANALYSE your fans/followers; when are they online, where do they come from, what type of content do they like or dislike

LISTEN to what they are saying, use monitoring tools like Google Alerts or Tweet Deck to know every time there is a mention

LEARN about your audience and brand and implement it in your strategy

And last, but not the least, YOU! Be yourself, have a voice, a personality that shines through and makes people want to listen to what you are saying.

social_media

References:

http://reallyleila.com/2014/06/19/social-media-made-easy/

Harvard Business Publishing: Sephora Direct: Investing in Social Media, Video, and Mobile Elie Ofek; Alison Berkley Wagonfeld

Makeup 101 – Eyexquisite

Your eyes, they say, show the strength of your soul. And that strength comes almond, hooded, oval or round shaped. A little bit of eye makeup can go a long way in accentuating your beautiful eyes adding a little bit of mystery and allure.

The key lies in understanding what is the best style of eye makeup to maximize the beauty of your eyes.

If you’re an almond eyed beauty: Your eye shape is characterized by an upswept outer corner. If you have narrow almond eyes, you may want to make it appear larger. In that case, apply your eye liner around the outer portion of the top lid. To make almond eyes appear more round, stop liner before the outer corner of the eye, use a lighter shade of eye shadow or create a smoky, smudged look in that area. If you want to increase the depth and intensity of your  eyes, experiment with eyeliner as a bold sweep on the upper lid and neutral colors lining under the eye

eye shape 3

If you’re a round eyed beauty: This eye shape is often large and open looking. Many women like to use makeup to elongate the eye. Extend your eyeliner beyond the eyelid at the outer corners and use a medium shade of eye shadow to create this illusion.

shape round

If you’re a small eyed beauty: Oval eyes, downturned eyes, hooded eyes are usually on the smaller side. If you want to open it up and create an illusion of more height, use your eyeliner to create a thin line at the outer corner and gradually thicken it towards the middle of the eye. Reduce it again to a fine line as you approach the inner corner. You could also draw a very fine line under the lower lashes if desired.

shape hooded shape oval

So those were a couple of makeup tricks to enhance the beauty of your eyes. But like Sophia Loren says, “Beauty is how you feel inside and it reflects in your eyes” So stay beautiful, stay glam and gorgeous!

infographics courtesy @Allure_magazine