An Omnichannel Strategy: How it?s Shaping the Retail Beauty Landscape
Beauty retail landscape is changing due to beauty brands and retail stores opting for an omnichannel strategy together. The line between online and offline marketing strategies are blurred and in doing so, transforms and rejuvenates the beauty industry.
The post An Omnichannel Strategy: How it’s Shaping the Retail Beauty Landscape appeared first on LUXUO.
Image: Glossier
When beauty company Glossier launched in 2014, it was entirely new, both in its messaging ? “be you, just dewier” ? and its exclusively online sales strategy, which at the time was an unconventional way to sell beauty. The vertical business strategy, also known as the direct-to-consumer (DTC) approach allows brands to sell directly to their customer; they would be in complete control of aspects such as pricing, branding, messaging and the type of features and services the brand would offer ? they’re also mostly done online.
Founder and chief executive Emily Weiss’ approach worked. Suddenly, Glossier became the gold standard for startups, who forewent once-coveted shelf space at department stores and Sephora in favour of selling directly to customers. But for all the Glossier mania, their inability to keep up with beauty’s retail evolution eventually led to their downfall and eventual shift to an omnichannel strategy.
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The post An Omnichannel Strategy: How it’s Shaping the Retail Beauty Landscape appeared first on LUXUO.
Image: Glossier
When beauty company Glossier launched in 2014, it was entirely new, both in its messaging ? “be you, just dewier” ? and its exclusively online sales strategy, which at the time was an unconventional way to sell beauty. The vertical business strategy, also known as the direct-to-consumer (DTC) approach allows brands to sell directly to their customer; they would be in complete control of aspects such as pricing, branding, messaging and the type of features and services the brand would offer ? they’re also mostly done online.
Founder and chief executive Emily Weiss’ approach worked. Suddenly, Glossier became the gold standard for startups, who forewent once-coveted shelf space at department stores and Sephora in favour of selling directly to customers. But for all the Glossier mania, their inability to keep up with beauty’s retail evolution eventually led to their downfall and eventual shift to an omnichannel strategy.
View this post on Instagram
...
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