Page 12 - CB Report Flipbook

2020 Caire Beauty | Acquiring and Measuring Consumer Insights
12
Creating a Consumer Database
Caire Beauty’s team expressed that a primary goal of their questionnaire is to acquire new customer emails. The team can then implement an email marketing strategy to engage consumers. A questionnaire will also allow the team to create a consumer insights database. Compiling this information in a program such as Excel would allow Caire the ability to obtain analytical insights from raw consumer data. The database can be used to understand consumers' skincare concerns, predict future needs, understand purchasing habits, and divide the target demographic into cohorts. Additionally, these insights will help inform which life moments are most relevant to consumers and how they can be articulated throughout the brands social media and website. Once the database is created these insights could easily be shared amongst team members through a shared drive.
Sustainable Packaging
Furthering Caire Beauty's Sustainability Initiatives
Caire should continue furthering their sustainable product development efforts by printing with eco-friendly inks. Vegetable and soy-based inks can be used on product labels and exterior boxing. Additionally,eco-friendly inks have shown to be just as effective as regular inks in color range, and vibrancy. Furthermore, Caire can explore implementing 100% paper-based boxing and shipping elements within the brand’s sustainability initiative. Products can be shipped in biodegradable boxes using biodegradable fillers as opposed to styrofoam. From a price perspective, biodegradable fillers are a reasonable investment. Biodegradable fillers such as organic starch cushioning only cost about $2 more than a 20-foot cubic bag of industrial styrofoam peanuts. Eliminating plastic in as many areas as possible will allow Caire to minimize its carbon footprint.
Labels printed with soy ink
Biodegradable shipping filler