Felicia Lam
November 17, 2021
•
4
min read
The beauty industry is undergoing a digital makeover. Focus is shifting from brick-and-mortar stores to ecommerce. This transformation is led by changes in consumer behavior. Technology is now a core part of everyday life.
These shifts have created opportunities for new brands to redefine the industry. Direct-to-consumer (DTC) ecommerce ventures are leading this revolution.
Key aspects of the DTC model:
- Products and services are promoted directly to target consumers.
- Brands remove intermediary channels.
- Brands take full control of the entire consumer journey.
- Consumers are placed at the center of the strategy.
By challenging old retail channels, brands reshape customer expectations. This allows them to build unique connections and strengthen their market position.
Adapting to Evolving Expectations
As ecommerce expands, consumer expectations evolve. The DTC model recognizes that multi-channel sales alone are not enough. Branding and marketing must bridge the gap between physical and online retail.
What online consumers look for:
- Brands that adapt quickly to new digital models.
- A focus on customer-centricity and aesthetics.
- Unique experiences and authenticity.
- An intimate connection throughout the journey.
The absence of physical stores forces brands to innovate. Previously, beauty brands relied on in-store demonstrations and expert consultations. Now, digital engagement is the primary way to drive sales.
How digital stores adapt:
- Removing geographical boundaries to reach global audiences.
- Aligning the ecommerce experience with innovative tools.
- Shifting from a "product-centric" to a "customer-centric" model.
- Moving from transactional sales to nurturing relationships.
Through this organic growth, brands can establish a loyal community of followers.
CINNOX: Bridging Physical and Online Stores
CINNOX is a communications solution to bolster consumer engagement for higher conversion. Through leveraging its cloud based technologies, brands and consumers can interact via omnichannel communications and virtual beauty consultations.
Omnichannel Communications
Web Widget
- Integrate the widget using a simple copy-and-paste code.
- Allow customers to start instant messaging or calls immediately.
- Customize the design to match your site’s aesthetics.
- Use smart routing to direct inquiries by language or location.
- Give staff visibility on which page the customer is viewing for better advice.
Virtual Numbers
- Use local and international toll-free numbers to reach a global audience.
- Forward calls to the CINNOX app or any other phone number.
- Modernize traditional phone calls with a flexible softphone system.
- Use social media to acquire new customers and enable two-way talk.
- Route Facebook messages directly to the CINNOX dashboard.
- Save time by replying without switching between different apps.
Virtual Consultations
- Provide human interaction to fill the void of personal services.
- Arrange one-on-one sessions or group masterclasses easily.
- Host live video tutorials directly through the ecommerce site.
SMS
- Send automated confirmation texts once a consultation is booked.
- Deliver timely reminders closer to the session time.
- Include invitation web links for convenient, one-click access.
Video Call
- Ensure accuracy and clarity with high-quality video and carrier-grade audio.
- Demonstrate precise product placement or application techniques.
- Address targeted skincare concerns with high-definition visual detail.
The concept of the Virtual Beauty Consultations can even be expanded by connecting consumers with models, influencers or even other consumers to create variety and a tight knit community.
The Beauty of Communications
The rise of DTC ventures offers new ways to earn revenue. An online presence powered by CINNOX offers authenticity and a unique customer experience.
Benefits of digital engagement:
- Foster a loyal community through direct communication.
- Increase brand prominence and growth.
- Gather intricate customer knowledge through valuable data.
- Capture insights that would be impossible to track in a physical store.
If you've read this far, you're probably already working hard to make your customers happy! When you pair your efforts with a total experience platform like CINNOX together with the tips we shared above, they should help you onboard new customers, retain existing customers, and keep everyone coming back for more.
