How Adore Beauty boosted customer engagement

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

The results of personalisation

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.”  

Machine learning future

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook:

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in