91% of consumers say they are more likely to shop with brands that provide offer
By George Barnett Reid 👀 · June 30, 2021 · Curated by George's Blog
91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.
Here's an idea of how you could personalise the beauty industry 👇
For this example, I'm going to use a hair care routine. I don't have one myself. But I've got a very close source that runs a hair care brand that has exploded since setup 4-months ago (podcast pending).
Personalising each product for the user is stupidly hard. Most fail when they try this. But personalising a routine is much more achievable and can offer equal value-add.
No matter what routine we have for our hair in the morning, it's usually personalised in some way. One person may put one pump of shampoo, whereas another may put two. One person may leave for 1-minute, another may leave for 5-minutes.
Through the use of Facebook groups and other communities, this brand in question is doing great because people are sharing their experiences, then getting real-time feedback from other customers who have had a similar journey. They can then say "what did you try? how did that work? what is your process?"
Then you have buckets of customers. Who have similar attributes. Reacting similarly to the same products. This means there is a high likelihood that they can mimic another member's process and achieve more better results.
"My hair did this when I left it in for 1-minute"....
"ME TOO, so I've adjusted it to 5-minutes with a towel around it. My hair is XYZ so I think it needs it to be in for longer. Try it and let me know!".
"OMG that worked so much better"
Companies can foster this by collecting data on each of these processes. I can't tell you exactly how that looks, how hard it is, but I can tell you if you get it right you can offer far more value to those customers.
You're personalising the experience. Helping them derive a better result. And that is always going to lead to sustainable success.
74% of customers feel frustrated when website content is not personalised. If you're in the grocery or beauty category, perhaps start thinking about what you can do.
#itsalwaysdayone