Looking to give customers the sort of personalised beauty advice found in stores through online, the ecommerce platform tapped customer data to be highly personal
Through this combinatino of technology and strategy, Adore Beauty was able to gather and optimise customer data to increase engagement, average order values and, ultimately, revenue.
“The challenge with every online business is how do you give customers that seamless experience while they’re browsing and in that research phase," Michaut said.
Since partnering with Tealium, Adore Beauty has seen an unprecedented rise not only in revenue, but customer engagement, too. The retailer has increased its engagement rate by 400 per cent, boosted conversion rates by 17 per cent and grown its revenue by 249 per cent since launch.
In terms of campaign optimisation, the Guided Solutions campaign alone drives both incremental revenue and additional consideration across Adore Beauty’s anti-ageing, blackhead treatment and hair care products, Michaut said. There are seven Guided Solutions campaigns running in-market, triggered by real-time product interest, accounting for an average 27 per cent increase in revenue month-on-month and 249 per cent increase in revenue since launch.
“We’ve been able to share who we are as a brand and share our tone of voice. From the very inception, it’s been important to have an authentic tone of voice,” she said.
Since establishment of triggered communications based on customer behaviour patterns, Adore Beauty's email open-rate is also 109 per cent higher than it was, the click-rate is 400 per cent higher and the click-through rate is 136 per cent higher than before the Tealium partnership.
“Being able to connect with our customers through our content, whether its TV, podcast, written, YouTube, is something we will continue to do, and to evolve,” Michaut said. “This has been about how we use data to answer the kinds of questions our customers have and give them content that is going to be relevant to them.”
Looking ahead, the ecommerce beauty platform wants to take the solid foundations, and in particular its data, and extend and develop the data layer correctly, defining the signals it will use to determine "preference".
“From there, it's about developing campaigns which leverage this data and link it with business and customer objectives,” Michaut explained.
The company will be trialing Tealium Predict ML in 2021 to test and learn how it can enrich its robust customer lifecycle program. “Once again, the focus is going beyond just the email channel to determine if speaking to the customer at key moments on their preferred channels can lead to better engagement and action,” Michaut added.
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