Page 8 - CB Report Flipbook

2020 Caire Beauty | Establishing a Digital Footprint
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Clarifying abbreviations for medical terms (i.e HA, NMF etc.)Re-assessing product names.
Gen X demographic values straight-forward authenticity in beauty products. Product names should convey the key attribute in the title. The proposed name change for the face mask is “Revitalizing Moisture Mask”. The proposed name change for the serum is “Universal HydraSerum”;
Adding a customer review section for all products Adding security certification
Shopify
Alongside a website revamp, Caire’s team should also leverage all of Shopify’s online retail tools. The first would include diversifying payment methods, in addition to credit cards Shopify can be paired with Paypal, Apple Pay, Google pay etc. The website should also utilize occasional discount codes and celebratory sales days. Once product sales increase, the team should add an Abandon Cart Recovery tool to the website. This allows Shopify to send emails to customers when they add
products to their cart but forget to checkout. Shopify allows admins to create profiles for frequent users. These profiles can be used to better understand purchasing habits. In accordance with the social media rollout (mentioned pages 4-5), Shopify can be linked to the Caire’s Facebook and Instagram so that customers can easily purchase products through either social media platform. Lastly, Caire should leverage Shopify’s analytics and reports page as they will help to assess future growth. Bi-weekly meetings regarding this report should be scheduled with the entire BWC team to understand how each department can ensure continued sales growth.
Utilizing Storytelling Throughout the Website
Caire should utilize storytelling as a marketing tactic within the website’s “about us” and “product description” pages. Caire should clearly identify who their consumer is within the first few scrolls of the website. Brand representatives should reflect a multi- ethnic 40+ consumer base that cares about their skin as they navigate through an evolved phase of life moments. Caire is already using relatable scenarios to pitch product usefulness. However, this is a concept that should continue to be enhanced through customer testimonials, or real-life anecdotes. Additionally, the founders of the brand should establish a story of their own to connect with consumers. The current “about us” page already sets this foundation. New revisions could explore the founders’ background, the founders’ role in the product creation process, what the founders like to do, and how the founders use their own products in their everyday lives. Beauty brands that are doing an exemplary job of storytelling as a means of connecting with consumers include: Naya, Glossier, and Aesop.