Beauty brands face quite a challenge in today’s multi-channel world inhabited by digitally evolved customers. The demand for large amounts of content suitable for various channels and which will increase customer engagement can be overwhelming for brands.
A customer today, engages with many pieces of content about a product before they buy. They look for information about the product in formats that are sophisticated and visually appealing. Apart from this, they seek personalized content that they can respond to and learn from.
New channels and touch-points are born in keeping with these new demands, so now voice or augmented and virtual reality content that enables a dialogue between customer and brand, is common.
Things have definitely changed over the last couple of years. There is an increase in online activity, social channels and ecommerce since the pandemic. The customer demands a personalized engagement regardless of the channel they use – and they do jump channels! Their customer journey is never linear. And with brands being present in various countries across the globe, there needs to be contextualized content that resonates with each geographical region.
In this context, beauty brands can struggle. On one hand the customer needs are constantly changing and evolving. On the other hand, are new channels that are unique and which require a different kind of content, are popping up! To handle this, beauty brands need to have a strong omni-channel strategy in place along with a mechanism to generate large amounts of varied content.
Let’s take the example of L’Oreal.
L’Oreal is a beauty brand with ecommerce capabilities and 400 websites. Some years ago, it began to digitize its presence in the market – enhancing ecommerce capabilities and even making in-person interactions, more digital. It worked with Sitecore to set up a digital factory that only concentrated on creating a consistent brand image and digital assets for each of its billion customers across the globe, every single day.
And L’Oreal uses technology to engage with customers effectively based on where they are located.