• Zoe Barnes

What Can Beauty Personalisation Tech Do For Beauty Brands & Retailers?

Sometimes, the idea of beauty personalisation can start to feel a little like a fad, the product of social individualism gone awry or a buzzword that conclusively doesn’t end up meaning much at all. Both charges would be easy to refute were there the need to. Individualism, in the case of beauty personalisation, is more about adapting to every person, regardless of any deviation from the norm, in a global whole rather than the preserve of the elite. As for the idea that personalisation is a buzzword, that couldn’t be further from the truth! Yes, it’s a trend and yes, it’s a popular idea currently being thrown around by everyone and anyone, but it’s here to stay and there are a number of things beauty personalisation technology can do for brands.


Personalisation is omnichannel


It can be easy to forget about the in-store experience and the value that personalisation technology can have there. After all, it might seem like a sales assistant is forever ready to pop out to help with any concerns the customer might have. While the human touch is invaluable, the fact that personalisation technology works in-store is very much a positive. The sales assistant is not solely responsible for the customers needs, allowing them to shine in an advisory role and get on with the job of making each individual customer feel valued and heard. The customer too knows that they’re being supported on two fronts - using the latest technology and with somebody ready to hear out any concerns they might have. Furthermore, if you’re the anti-social type, you can make your purchase quickly and easily without having to get into the finer points, point that might not be time considerate.

When it comes to a more virtual retail experience, omnichannel is also important, as buying and accessing beauty via a smartphone is not the same as doing so via a desktop, and good beauty personalisation technology will adapt to ensure that those experiences function in their own right as well as consolidating each other.





Personalisation can predict each touchpoint of the customer journey


Beauty personalisation technology can predict and evolve based on each touchpoint of the customer journey. This ranges from specifically adapted landing pages, where the most useful results and categories are the first to come up and the first suggested, to the use of targeted emails based on individual customer complaints and desires. Along the way, this allows for personalised product recommendations that will feel unique or particular to the consumer, as well as suggesting complementary products to go along with those items they have already bought or those products which are already in their basket. Suddenly, as a brand or retailer, you could be selling three items instead of one or, half the time, none.


Personalisation can continuously optimise your conversion rates


Our beauty AI personalisation solution is designed to continuously optimise conversion rates, and can lead to conversion rates that are higher by 30-300%. It does this by doing away with filler products that are less relevant to particular customers, filler products that may lead to them impatiently heading back to google to work out whether another website will fulfill their needs more quickly and with more success. It doesn’t matter if you have a product the customer would love if they have to trawl through a dozen other irrelevant products first. With relevant, personalised recommendations, consumers then checkout on your website with a higher AoV and are more likely to return.





Personalisation can apply dynamic machine learning algorithms to identify nuanced patterns within your customer datasets


It’s one thing to use personalisation to present the products you’re already selling in their best light. It’s another to have personalisation technology that will allow you to learn from your sales and from your customer profiles. Beauty Matching Engine’s powerful AI technology captures consumer profiles for beauty brands and tracks the behavioral data of each and every visitor to your website. This builds a rich customer profile in order to present them with personalised beauty results, and a profile based on information that the customer has opted to provide. The other thing that this data can do is identify growing trends and markets that perhaps sales alone won’t be able to pick up as well. In doing so, personalisation technology allows the beauty brand or retailer to open a dialogue about what works, what doesn’t work and where they ought to focus.


Personalisation narrows down customer choice


Choice paralysis is a real thing and, in a world where everything and anything is accessible at the click of a mouse, it can be quite overwhelming. Naturally, that doesn’t mean that customers want less choice, as more and more express the desire for something that will suit them. Your beauty website is not a Michelin star restaurant and a moisturiser is not equivalent to a catch of the day. People want less choice, but they want the products presented to them to accurately reflect their needs. Beauty personalisation technology narrows down the products to those which the customer is most likely to buy. In doing so, this increases your sales. It also increases customer loyalty to a brand that puts their needs at the forefront, showcasing that the retailer values their time, their brand loyalty and their personal satisfaction.


Beauty Matching Engine should be your personalisation tech of choice. Let us prove it by booking a demo.

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