The beauty and personal care e-commerce industry has taken off over the last few years, and things don’t appear to be slowing down, says Rachel Tipograph (founder and CEO, MikMak). With most brands having to adapt and optimize their online sales and marketing strategies to ensure they’re meeting consumer demand, here are the key things that brands must consider.As one of the largest national markets in Europe for beauty and personal care, online sales in the UK are projected to contribute 44.2% of the total revenue in the market by 2023. It’s crucial for brands to tap into the data available to them to ensure they’re one step ahead of the competition.Here are three ways for brands to effectively optimize their online strategies.1. Uncover new paths to conversion in beauty marketingWith the shift towards a digital society and data exchanges on social media platforms, the marketing funnel has changed considerably in recent years. It no longer starts with brand awareness, but with product discovery and consideration first. Brand building happens after the initial purchase. To drive conversion in e-commerce, brands must figure out what needs their product is meeting in the market, and how and where their target audiences engage with…
Beauty And Personal Care E-commerce: How Can Brands Optimize Their Online Strategy? – The Drum
