Beauty ecommerce: selfie skin-analysis “increases conversion by 50%”
This is when compared with the spending habits of consumers following more traditional questionnaire-based, personalized guided-selling experience for beauty products.
How selfies impact spending
Revieve is a venture-funded, leading beauty-technology company headquartered in Finland working with retailers and beauty brands to bring the in-store beauty consultant to e-commerce.
It carried out a study to see the impact selfies can have on spending, and examined the conversion and purchase actions taken directly as a result of performing an online selfie-analysis on a beauty brands’ or retailers’ website.
It says that the anonymized and aggregated data used in the study was collected across four continents through the retailer and beauty brand customer websites where the Revieve Digital Beauty Advisor-solution is deployed.
Building trust, engagement - and ultimately sales
Sampo Parkkinen, Revieve CEO, says the data suggests that the highly visual and personal quality of selfies is perfect for promoting consumer engagement, and pushing up spending.
“This insight proves how tremendously powerful an online selfie-analysis can be for beauty brands and retailers in building trust, increasing engagement and ultimately offering a more personalized beauty-shopping experience online,” he says.
“Although we recognize many retailers and brands are already providing a personalized guided-selling experience to help their customers discover products, the results of our study clearly display the power of analyzing the customers face through a selfie and the resulting improvement in the customer-experience it provides.”
Digital and engagement: a crucial investment
Parkkinen suggests that digital platforms, which offer a whole new world for efforts with consumer engagement and loyalty, have some way to go in terms of what they could be capable of achieving.
The results of further investment and innovation, he suggests, can offer ever-greater opportunities for beauty.
“The results of the study highlight the increasing importance for beauty brands and retailers to provide their shoppers with digital services that help make the consumer feel a personal connection with the brand or retailer,” he says.
“We’re extremely excited to be working at the forefront of this digital transformation that the beauty-industry is witnessing.”
