GROWTH:

How Personalization Is Changing the Beauty Industry

One of the most personal industries needs personalization to satisfy current customers and gain new ones.

Beauty is one of the biggest and fastest growing industries today, forecast to grow up to 21.1% in the next five years alone.

As the retail world shifts to incorporate a strong online presence, especially as video reviews and social media posts take over the beauty world, buying new products for beauty is just one click away.

How can beauty retails appeal to their customers and increase revenue, average order value and conversion rate?

We looked to one of our most successful clients, Sienna X, for the answer.

Sienna X is a tanning solution and equipment retailer, with an award-winning retail range, favoured by celebrities and beauty experts.

They came to us to increase their order value, conversion rate and really to give every customer on their site an ultra-personalized experience through their shopping journey.

How do they achieve this?

Real-Time Personalization

Visitors start on their site and see an absolutely gorgeous hero image. If they scroll down, they’ll see a recommendation placed within easy scrollable distance, tailored to them.

If they’re new to the site, it will probably be Trending Products, or Best Sellers. But let’s see how that changes as we navigate the site.

Let’s search and click on a product. As we view it, Sienna X have included a recommender on that product page. It’s not a generic one, it’s based on data from customers who have looked at that product before.

Designed to anticipate and exceed shopper needs, this recommender is perfectly placed for us to find a product we didn’t know we were looking for, or to get the perfect complementary product with the one we’re looking at, increasing our AOV.

Let’s add it to our cart and see what happens.

When we get taken to the cart page, there’s a new recommender, showing us the perfect products to be bought together with the one we’ve just added:

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