Virtual Retailing: How Beauty Brands Are Flourishing During a Time of Crisis
Since retailers have temporarily closed stores across the globe to fight COVID-19, beauty brands including Credo Beauty, Cos Bar, Laline and just today, Innersense, are turning to virtual shopping to help maintain human connection between their store teams and customers at home.
Against a heavily disrupted retail industry, beauty is flourishing, with customers looking to invest more in self care. At HERO® we’ve seen a 41% increase in conversion rates across all our beauty partners. Being at home is causing many consumers to spend more time and effort discovering new skin care routines — a perfect opportunity for brands to stand out, grab consumer attention and be there for customers with expert guidance, advice and tips.
Credo Beauty, the leader in clean beauty, is one brand pioneering their store teams to work from home using Hero. Through CredoLive, they can keep continuity and drive customer connection, with virtual video and chat consultations exponentially boosting sales. Online customers who shop using Credo Live are up to 15 times more likely to make a purchase versus those who don’t.
“If you had told me six weeks ago that our business would be doing this well, I’m not sure I would have believed it. Not only are we seeing off the chart results with virtual selling through Hero, but we’ve also been able to keep all of our employees on staff, something that we’re very proud of as a values-driven company” comments Dawn Dobras, CEO of Credo Beauty.
Experts have predicted a big shift towards the importance of “green and clean” beauty, with more consumers than ever showing a greater interest in products deemed natural and sustainable, particularly younger generations. With these products and ingredients typically at a higher price point than non-natural items, the need for a more consultative sell is greater than ever.
Just last week, TSI Holdings, operator of Laline in Japan announced plans to launch Hero across their locations. “In recent years, we’ve seen our customers seek out more detailed information and advice from our store associates. HERO® helps us give them a seamless experience online, with the kind of personalized attention they would get in one of our stores” commented Shinichi Uetadani, TSI Group President & CEO.
Luxury cosmetics retailer Cos Bar launched with Hero last week in an effort to better connect with their customers and provide personalized service. By extending the expertise already found in their stores to all online shoppers, Cos Bar is now able to virtually provide exceptional customer connections and give shoppers the comfort to buy beauty online, solving one of the greatest challenges in the industry.
Understanding the importance of meaningful connections with their customers, Glossier have reacted to introduce their “Live Edit” platform, a video chat function supporting one-on-one consultations. The service’s initial 150 appointments sold out quickly. “We’ve always believed in beauty being a conduit for connection, and created people-first experiences physically and digitally to help our community build out their routines” they announced to their two million Instagram followers.
But it’s not all just about sales. Brands should be thinking about the long-term gain from engaging with their customers in this way. “Right now is where retailers solidify how their brand sits in the hearts and minds of their consumers” commented VP eCommerce at ELF Cosmetics, Ingrid Cordy, speaking at part of Hero’s webinar. “When this ends, consumers will remember how retail brands behaved and spoke to them during this time, it’s the most important time to connect as much as you can” she adds.
A leader in conversational commerce, HERO® is the messaging app designed for today’s stores, powering Nike, adidas, Levi’s, Harvey Nichols, rag & bone and more. Our technology makes it effortless to text, chat and video call with customers; growing ecommerce sales while converting URL visitors into IRL customers.