The original version of this piece appeared as a Global Cosmetic Industry post.
The holiday season is one of the most important times for retailers, especially beauty brands that can offer fun seasonal products and tempting stocking stuffers. But with all this opportunity also comes intense competition. To stand out, beauty retailers should invest in influencer marketing, live shopping, and loyalty programs.
Influencer marketing has become a powerful technique given that influencers have large followings of consumers who trust their opinions. But when diving into influencer marketing, don’t just go after whoever has the most followers; instead, look for people who genuinely connect with your target audience. The boost influencer marketing provides can make it easier to incorporate user-generated content as well.
Live shopping refers to the practice of advertising and selling products via live streams. This strategy helps brands connect with younger consumers, leverages influencer marketing to build trust, and creates a sense of urgency that encourages purchases. Plus, it makes the shopping experience fun and exciting.
Finally, loyalty apps and digital wallets streamline the shopping experience and offer increased customization opportunities. Since brands can gather valuable customer data through loyalty apps, it becomes easier to offer exclusive discounts to certain consumer communities.
Incorporating these strategies will help beauty brands stand out from the competition this holiday season (and beyond). If you’re looking for more help refining your retail marketing strategy or building personalized offers that boost customer loyalty, SheerID can help.