Challenges and Tactics of E-commerce for Beauty and Wellness Brands

E-commerce on the most simple stage is empowering folks with the power to buy from the consolation of their properties. Online procuring has formed shopper habits throughout geographies and additionally vice versa. For instance, on-line procuring in America has been a recreation of speedy supply and nice customer support for over a decade whereas in South Asia or the Indian subcontinent it’s nonetheless extra of a discounting recreation. But with extra time being spent on-line and the viewers maturity stage getting elevated throughout the globe, we are able to say that shopper habits is changing into extra fluid and persons are adapting to tendencies from throughout the seas. 

The final decade has witnessed super development within the Indian e-commerce trade. On one hand, we have now seen giants like Amazon and Flipkart taking an enormous chunk of the market share in phrases of the whole GMV being offered on-line, whereas however, we have now seen the emergence of area of interest firms like Nykaa disrupting the wonder and wellness phase. The query right here arises, is there nonetheless extra room for disruption in on-line commerce particularly within the magnificence and wellness class? 

Being optimistic that I’m, I might say it’s only the start and there’s a lot that has to occur underneath the Indian sky of on-line commerce. The pessimist in me says, though a profitable phase, it’s undoubtedly not a cakewalk. 

What makes Indian e-commerce, particularly the wonder and wellness phase engaging is the demographic richness and variety in cultural values. India has seen a surge in each the spending energy and additionally the belief for on-line procuring throughout all age teams and geographic places throughout the nation. A pair of years again on-line procuring was merely confined to the metros however issues have modified and the subsequent huge hotspots are the tier-II cities. The pandemic has solely elevated the insanity and spree of on-line procuring. 

So let’s deep dive into the challenges one goes to face whereas shifting to or beginning a web-based commerce model within the magnificence and wellness phase. 

Niche & Value Proposition – With innumerous manufacturers popping up each day and the existence of giants and nearly monopolies on this class it’s getting extraordinarily troublesome to get the eye of your viewers and convert them into paying prospects. Operating in a distinct segment and figuring out a singular worth proposition within the B&W phase offers you a aggressive edge over extra generic manufacturers. The area of interest may very well be gender-specific like males’s care or concern-specific like hair care. It may be category-specific like non-toxic options to standard private care merchandise.  In actuality, all the things would boil all the way down to an actual drawback and figuring out people who find themselves able to pay for the answer you might be offering. This step is an important as it might pave the best way for your model’s core messaging and in flip your reference to the audience. 

A really generic magnificence and wellness model will both have to have deep pockets for excessive discounting and advert spending or have a singular know-how side like hyper-personalization to truly compete and stand out on this crowded market. Nykaa may compete with Amazon and Flipkart as a result of of its distinctive enterprise mannequin (stock mannequin) reasonably than the standard market mannequin. This helped them clear up the issue of counterfeit merchandise that have been rampant within the magnificence trade. 

Value proposition would additionally decide your pricing technique which if not completed accurately is unquestionably going to kill you earlier than you even take off.  A proper worth proposition positioned in entrance of the right viewers can assist you demand a 25-30 p.c premium over standard merchandise.

Acquiring the Customer – Identifying your model’s core phase is unquestionably half work completed however not the robust work completed. The robust half is reaching out to your viewers along with your model’s message and changing them into paying prospects. 

–    Reaching Out: From SEO to social media presence and paid commercial, the trendy world of e-commerce provides us a plethora of channels to broadcast our message to the world. The deep concentrating on and understanding of shopper habits that’s provided by social media and search engine giants have given each David a customized slingshot to battle the Goliaths of the enterprise world. You should determine each channel the place your viewers hangs out and attain out to them with a 360-degree expertise that’s non-intrusive and is native to the platform you might be utilizing.  The problem right here is to construct an genuine story that’s interesting and attracts the eye of your audience. The extra real your story is, the extra it’ll relate to your audience. In all of the fakeness of social media, there may be nonetheless a worth left for authenticity. 

–    Converting: Once you could have already delivered your model’s message and the viewers is in your web site, the subsequent huge problem is to assist them make a purchase order. This would require structuring your web site via psychological insights and greatest internet practices. It would entail countless experiments of A/B testing your completely different variations and seeing which delivers the very best consequence. The customary conversion fee in  B&W e-commerce is 2 p.c of conversion i.e out of each 100 audiences you should have 2 paying prospects. The problem can be to achieve this customary and then past.  One of the very best methods of changing your viewers is to present them the answer to their issues then and there. This might be completed excellently with real-time chat instruments which might both deploy AI bots for a direct reply or human consultants. The extra personalised and real-time the expertise is for an viewers, the upper the possibilities of conversion. 

Customer Retention and Loyalty – What differentiates nice and profitable manufacturers from mediocre ones is the power to repeatedly carry their prospects again and construct a loyal fan base. Everything else will evaporate in skinny air. 

Customer loyalty will rely on three various factors : 1)    Genuineness of your answer/ product2)    Customer experience3)    How does he profit from being your loyal buyer

If we have a look at all these elements, the primary is an important as it’ll both make or break the belief your viewers entitled you with when he made the primary buy. If your product actually solves the issue, the client is unquestionably going to return again, if it doesn’t it doesn’t matter what you provide him, he ain’t coming again.

The second issue can be necessary as a result of even when your product is nice however the total buyer expertise together with supply of the product and post-delivery queries isn’t adequate the client is much less more likely to be coming again. One of the opposite elements on this fashionable social world is the way you interact along with your viewers on social media. You ought to align your self with the ideas and aspirations of your audience. 

The third issue is a loyalty program which is unquestionably going that can assist you in the long term. Every returning buyer needs to be rewarded and appreciated for believing in your imaginative and prescient of a greater magnificence and wellness world. 

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