We’re looking ahead to IRC 2019 in a series of interviews and previews. Today we hear from Ros Lawler, senior ecommerce consultant at Pai Skincare
InternetRetailing: At IRC 2019 you’re taking part in a panel session on the changing nature of customer loyalty. Who is the beauty customer today - has this changed in recent years, and how?
Ros Lawler, senior ecommerce consultant, Pai Skincare: Customer loyalty in the beauty industry has changed dramatically over the past decade. Where previously consumers were fiercely loyal to a brand and a routine (Clinique 3-Step System being a great example) they are now easily persuaded to change brand for a number of reasons:
IR: Tell us about a challenge that you’ve encountered in understanding and retaining those customers - and how you’ve dealt with that? Is it the result of a longer-term change in the way that customers buy/interact or something that’s specific to the brand?
RL: Beauty brands are looking for ways to build long-lasting relationships with customers and to move away from discounting which ultimately devalues the brand and hits margins. As an example, I am working with Pai Skincare who offer free phone consultations, providing specialist advice with no pushy sales techniques. It’s a very personal service which has a big impact on people calling in. The feedback and product reviews from people who have had consultations is outstanding.
IR: Are there one or two tactics that you have found particularly useful in developing long-term relationships with these customers? Do you have one piece of advice for other retailers trying to get to know their customers?
RL: Keep testing ideas and learn how your customers respond over time. Invest in good analytics and track everything.
IR: Aside from your own presentation, what are you most looking forward to at IRC 2019?
RL: There is a lot to choose from, however I am particularly looking forward to hearing from Andy Lightfoot from Space NK – I am a big fan of the company.
Ros Lawler will be speaking in a panel discussion at IRC 2019. Loyalty transformation in a fast-paced disruptive market: defining, measuring and committing your customer is at 2.15pm on October 10.
IRC 2019 takes place at the Business Design Centre in Islington, London. A full-price retailer delegate ticket costs £495, but as an InternetRetailing reader we can offer you 75% off full price tickets if you use discount code IRMSEB100 (for retailers only).
Image courtesy of InternetRetailing Events