How to Drive that All-Important 2nd Beauty Purchase
In the beauty industry, getting a customer to make their 1st purchase with your brand is hard and costly enough, but the 2nd purchase is even harder and more important. 85% of purchases in Beauty are ‘one-and-done,’ and you’ll never see that visitor again. At a time when brand loyalty is in decline, turning speculative visitors into loyal, returning customers is more challenging than ever.
But getting loyalty right is worth it. Qubit research has found that a beauty customer that purchases from the same brand a second time is then 4.2x more likely to go on to purchase 4 more times. This loyalty not only creates more sales, but creates naturally-occuring advocates to your brand. Beauty brands are beginning to take notice—50% of respondents don’t have a loyalty program but are considering it.
One of the best examples of a company that does loyalty right is, of course, Amazon; be that through Prime membership or in the way they tailor their recommendations and journey to a customer’s previous intent and past purchases. Amazon’s strategy to continually market to their customer base in a circular fashion, soliciting reviews post-purchase, making continual product recommendations and new offers has paid off—as of 2018, Amazon Prime boasted more than 100 million paying members, globally
So, how do beauty brands get that all-important 2nd purchase? There are a set of proven tactics within beauty ecommerce, where personalisation steps in to drive loyalty and create customer lifetime value.
Remind Customers to Stock Up
The beauty industry is very fortunate in the sense that repeat purchases of the same product are likely, once your customer falls in love with your product. Furthermore, the beauty industry also has a good sense of when their customers will run out of their products. Since 85% of beauty purchases are from 1st time customers, there is massive opportunity, but there is limited opportunity to do so. In a world of information overdrive, the battle for the attention of your audience is a difficult one, and ecommerce teams have between one and two pageviews to convince customers to stay, let alone persuade them to come back and buy again.
An effective way to get customers to return is an onsite or email-powered replenishment prompt to nudge them into their 2nd purchase. Using the power of derived data and machine learning, Qubit helps its customers to power true 1:1 experiences where every customer gets their own unique replenishment prompt, expertly timed for their unique purchase journeys.
Move Customers From Sample to Full Product
Beauty businesses spend significant amounts of money sending samples out to potential customers in order to help inspire them to buy more products from them.
Ask yourself–how are you trying to activate these sample customers into full customers on your ecommerce store? Are your recommendations and content suggestions cognizant of the fact that a customer recently received a sample? And is it aware of what sample was sent?
You must constantly engage and remind your customer about your offering, what they can buy from you and why. Take advantage of the fact that these visitors are already familiar with your products and build off this starting point.
Recognise and Activate Your VIPs
Being able to acknowledge and reward VIP customers is a key method towards building and strengthening customer loyalty. Using CRM (customer relationship management) or log in data to identify a returning VIP customer, show your VIPs that you recognise and appreciate them with personalisation based on past engagements. It’s one of your most important customers ‘walking into your store,’ so personalize content, offer individualized product recommendations, and offer them exclusive access to pages other customers cannot visit, such as early access releases or sales. In short, show that you appreciate their continued business. This will encourage your VIPs to keep coming back, spread the word about your products and service.
Predict Your Next VIP
It’s difficult to predict which customers will become VIP customers, but it can be done. If you know what $LTV (lifetime-value) your customers need to hit to be regarded as a VIP, then predictive models can give your ecommerce teams insight into the customers that are likely to be future VIPs. Knowing this information means you may treat them more reverantly when they visit your ecommerce store. Will you give them free next day delivery? More free samples? Offer a free virtual consultation with a beauty specialist? The more data you have on the customer, the better you can predict what benefit will please him or her the most, but showing that you care about their business is a good place to start.
Predicting and identifying those future VIPs can help you ensure that you nurture, through personalisation, these customers into their second-time purchases.
Identifying, encouraging, and tending to the needs of repeat customers is one of the most opportunity-rich areas in which Beauty businesses can explore. Repeat buyers not only generate a marked increase of future revenue but also create loyal customers that will spread the word about how wonderful your company is.
Learn about more personalized experiences that could be taking your beauty ecommerce experience to the next level, download the Future of Beauty ebook to learn how to overcome the challenges in the industry and thrive using data-driven personalisation strategies.