By The Editors
At the Mobile Shopping Summit 2015, an executive from butter London, a high-end beauty company, shared that its mobile site has seen success by mimicking the in-store experience and providing customers a way to purchase gift sets through crowdsourcing. By incorporating various approaches through the interactive mobile site and understanding that in the beauty market, consumer trust is king, butter London has seen strong sales conversions from its multiple tactics.
“To make the shopping experience more interactive and useful for customers, butter London is bringing crowdsourced beauty products to the fray, a useful tool for friends who want to purchase one collective gift for someone.”— Alex Samuely, Mobile Commerce Daily
In collaboration with Gift Starter tool, butter London allows customers to select a gift set and then crowdsource the funding to purchase the gift for a friend. For example, if someone wanted to purchase a $100 nail lacquer gift set for a newly wedded friend, they could send the GiftStart link to family and friends through email, Facebook or Twitter. Each participant can contribute as much or as little as they desire. Once the amount for the gift has been sourced, the gift is sent to the recipient with a card. “Not only is it helping [the customer] in the shopping process, but it’s creating great awareness on the social channels for us,” explained Kacy Cole, a former director of ecommerce and digital marketing at butter London.
One successful tactic that has garnered 15 to 30 percent sales conversions for butter London is an interactive tool through its mobile site. Mobile users can virtually try on nail polishes by selecting a skin tone that matches the color of their skin. Then, using the selected skin tone, the user can superimpose any nail polish shade on a virtual hand that looks similar to their hand. Users can experiment with various colors before making a purchase.
Another important strategy that has worked for the beauty company is the tutorial aspect from its mobile site. They want the mobile site to act as a trusted beauty expert for their users, so tutorials on favorite cosmetics shades and beauty trends are popular with their mobile consumers. Customer reviews via social media and user-generated content are another vital aspect for making the mobile site so engaging.
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