Issuuuu

How can a beauty brand establish a strong customer relationship and brand loyalty in the digital age?

Defining

Loyalty

Professor Richard Oliver defines brand loyalty as ‘causing repetitive same brand buying, despite situational influences’ (Oliver, 2010). This explains that even if its inconvenient for the consumer to be loyal, their favourite brand matters more. They don’t feel the need to experiment with new brands or competitors if they’re comfortable. However, after revising this definition it appears outdated and therefore doesn’t apply to the digital age. From carrying out my research I have found that accessibility is an important factor to making consumers loyal to a brand). The ability for a consumer to seek out a product and purchase it is relevant when there is such a variety of brands online and offline. Brands have to be flexible in how they sell and market their products in order compete in the beauty and fashion industry.

Crowdsourcing

An insight from conducting a case study on Glossier led me to the topic of crowdsourcing within the beauty industry. Crowdsourcing is where brands seek the opinions and ideas from a group of their consumers to drive product innovation, brand growth and drive brand loyalty (Wgsn.com, 2018.). This isn’t a new concept, however brands have been using it in different ways and within different industries; it’s a form of conversational commerce where you’re engaging with your consumer. Urban Decay, Nars and MAC have all publicly consulted with their customers upon which shades should sit in a new eye shadow palette or which discontinued product to bring back. This is a benefit for both the brand and the consumer.

What MakeA s

Beauty Brand?

A beauty brand who knows their consumer will know where and when to read them. I conducted primary research with a focus group of peers and beauty consumers. The focus of this was looking at how they interact with brands on social media and what content they are attracted to. A key insight from this was when I recorded their Instagram activity they interacted more with content from brands they already follow, not taking notice to paid partnerships or sponsored content.

Despite how important branding is in the digital age, products and their results speak for themselves. When speaking to Joanna McGarry, associate beauty editor at Stylist magazine she believes creating an award-winning, technologically-advanced formula should always be at the forefront of strategy for any fledgling beauty brand. This was also evident when speaking to consumers, asking them what’s important to them when purchasing from a beauty brand. They also believe that mixed with a quality product the price must be reasonable.

Website

The Glitch website will launch and initially consumers wwill be able to see what Glitch has been working on during the lead up to the launch. During this, consumers will be able to order the initial set of products. The set of six products sent out in the ‘Processing Pack’ to gain feedback from the consumers.ers.

YouTube YouTube will run the countdown to the launch. They will drop hints that they’ve been working on something within the beauty community on the platform. By using ads before videos and getting people talking about it they will create a buzz. This will start to create a community. Glitch will use the chosen YouTubers to gather information and ideas for initial product launch. This will be through videos asking subscribers for their ideas. These will to used to contribute to the products on the launch of the website.

Brand Book

Customer Package Feedback sheet to be filled out by customers and returned for an incentive

Package sent out to customers.