“The beauty and personal care industry has taken off in e-commerce over the last few years, and things don’t appear to be slowing down,” says Alexandra Garcia, eCommerce Beauty Director of Etaily.
True enough, in 2024, the Beauty & Personal Care market in the Philippines is projected to generate a revenue of US$6.47bn.
“The average shopper probably hasn’t heard of Etaily, but if they are a beauty or skincare fan, they’ve definitely heard of some of the brands we work with, such as L’Oreal Professionnel, Kérastase, and K-Beauty Brand The Potions to name a few,” Garcia adds. The Manila-headquartered company works behind the scenes to help international consumer brands scale on online channels like Lazada, Shopee or sell through social commerce, direct-to-consumer and break into the South and North East Asian market.
Garcia suggests that brands should focus on delivering an exceptional end-to-end customer experience, as customers are becoming more mindful about their spending habits. This presents an opportunity for brands to enhance their buyer experience by ensuring customer care is exhibited at every customer journey point.
Many studies have proven how buyers prioritize the shopping experience over products. “Almost every order from our handled brands in Shopify, TikTok, Lazada, Shopee, and Zalora are guided with our excellent post-purchase service and customer engagement post-sale where we intended to keep the door open for them to repurchase,” says Garcia.
Alexandra suggests enhancing the buyer experience at each stage of the customer journey. In the pre-purchase stage, brands should create engaging content that allows customers to answer questions about their purchasing product. Beauty influencers and partnerships with other brands can help amplify messaging and reach a wider audience. In consideration, brands can create a more personalized experience by asking customers about their needs and desires. This approach ensures that customers receive products that fit their needs, enhancing the buyer journey and building brand trust and loyalty. Overall, these strategies can help brands stand out in the market.
Customers desire reassurance and confirmation when purchasing, which can be achieved through various payment methods, transparent shipping information, clear return policies, and guidelines on additional costs. Post-purchase follow-ups are also crucial, with a growing demand for fast and affordable shipping. In the Philippines, customers receive updates on product delivery to manage expectations. Brands can also make the unboxing experience memorable by using packaging and extra touches to leave a lasting impression and keep customers returning.
Etaily recently launched an AI-powered Custom Reply Tool, revolutionizing customer service, managing and automating the post-purchase process.
Social media is a powerful tool for brand growth, allowing brands to reach, engage, and drive sales. With millions of users across platforms, brands can target specific demographics, interests, or behaviors, ensuring their goals meet the right audience. In 2024, a brand’s social media strategy is crucial for increasing awareness. Partnering with other brands, collaborating with beauty and micro-influencers, and running distinctive campaigns can help stand out. Leveraging storytelling and user-generated content can further spread the word about the brand.
Lastly, social media has made it easier for customers to connect with a brand. Customers can have real-time conversations, ask inquiries, and give feedback directly to the brand on platforms like Facebook, Instagram, or TikTok. This level of interaction builds brand image and fosters trust and credibility around the brand.
In conclusion, by delivering exceptional customer experiences and leveraging the power of social media, beauty brands in e-commerce can optimize their online strategy, enhance customer satisfaction, and drive significant growth. The integration of personalized customer interactions and innovative social media tactics will not only help retain existing customers but also attract new ones, ensuring sustained success in the competitive beauty industry.
