BW Confidential - Issue #9 - March/April 2012 - (Page 66)
Strategy spotlight
Food for thought
We take a look at some innovative strategies both in beauty and from other industries that could inspire today’s cosmetics brands and retailers
by Oonagh Phillips
Creative customization
Analysts continue to talk about the need for customized services and products, which is becoming a lot easier to pull off due to the web. Going beyond just allowing consumers to create their own product through choosing the color, size or packaging of an item, shoppers will be increasingly able to create their own virtual stores with the brands and products that appeal to them. Brazil-based homeware department store Magazine Luiza for example, has come up with an initiative that allows employees’ family members to create their own virtual stores on social networks like Facebook. They can choose up to 60 products to recommend to their friends and earn commissions for doing so. The fact that products are recommended by friends are an important motivation for buying. The retailer may open the initiative up to customers.
Web-store services
Better integrating online and in-store strategies has become a key concern among retailers. LVMH-owned retailer Sephora has come up with an interesting take on this through an initiative where it hosts live skincare consultations with experts at selected stores in the US via the web. The initiative allows shoppers at stores to engage in a one-on-one consultation through the web with experts such as Dr Dennis Gross, Ole Henriksen and Kate Somerville. Participants also received a mini skincare express service and are encouraged to sample the brands after the consultation.
Clicks meet bricks
It’s no secret that e-commerce sales are growing and internet merchants are looking at better ways for consumers to receive goods they have ordered online. Internet seller Amazon for example, has launched Amazon Locker where orders can be collected at lockers in selected stores, such as the 7-11 convenience-store chain in the US, meaning customers don’t have to wait at home or be at the office to retrieve their purchases. This pick-up feature will drive traffic to participating stores, thereby providing an opportunity for these brick-and-mortar retailers to tailor merchandise and promotions to the pick-up shopper.
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March-April 2012 - N°9 - BW Confidential
Table of Contents for the Digital Edition of BW Confidential - Issue #9 - March/April 2012
Cover
Comment
Update - Brand & retail news recap
- Companies on the move
Take note - Market facts, figures & trends
Best of BW - Highlights from our e-publication
Launches - The latest in fragrance, skincare & make-up
Interview - HSN gm of beauty & merchandising strategy Betsy Olum
Insight: Make-up - Category overview
- Nails
- Retailing
- The latest trends
Wellness - Online marketing
- Spa case studies
Retail - Pos technologies
- Store concepts
Digital - Social media strategies
Market watch: Brazil fragrance - Country overview
- Fragrance industry roundtable
- Prestige fragrance retailing
Strategy spotlight - Case studies to inspire
Travel retail - Americas regional overview
- Brazilian travelers
- Interview: Nuance Group North America...... Andrew Rattner
Radar - Six up-and-coming beauty brands
Packaging - Electronics in beauty packs
- Latest innovations
Last word - Crépuscule ceo Christophe Lerouge & creative director Olivier Boré
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