Groceries are the new Sephora: E-commerce beauty tips for Valentine’s Day 2022

Imagine this. You stand in line at the grocery store. What’s in your basket? Is it food and drink only? Chances are that when you visit retailers like Target, Walmart, Albertsons or Whole Foods, the beauty and personal care products cart too.

MikMak discovered that this is also true for e-commerce. Suppose you come across an advertisement for chocolate for Valentine’s Day while browsing Instagram. When you go to your shopping cart on Target, you’re reminded that you need to restock for date night, and also buy your favorite lotions, eyeliners, and foundation. Beauty and personal care brands might be surprised to find that their products are popular not only at specialty retailers like Sephora or Ulta, but also increasingly at online retailers like Amazon Fresh, Instacart, Kroger, Peapod and Walmart Grocery.

This is truer than ever as Valentine’s Day approaches this year. So how can brands prepare?

The marketing funnel for beauty brands has changed

When it comes to beauty and personal care e-commerce, product consideration comes first. This means that when your consumers embark on their buying journey for your product, they begin with the intent to make a purchase. Develop brand awareness and build loyalty after they have your product in hand and decide if it is a positive experience. Make sure your media and inventory are available where your consumers are when they intend to buy, and being able to shorten that path to purchase is then the first step to successful e-commerce marketing.

So what does this mean for Valentine’s Day? This year, MikMak’s Shopping Index reveals that e-commerce traffic for beauty and personal care products begins to increase as early as January 21. These shoppers most often associate their purchases with Valentine’s Day candy. It’s a sign that beauty and personal care shoppers are already shopping with Valentine’s Day in mind three weeks before the event. The ads you display and where you display them during this time should fit this theme, and this will be a priority for your ready-to-buy consumers.

Understanding product adjacency to drive profitability

Product adjacency means knowing what other products your brand is associated with and when that association occurs. Many online beauty purchases for Valentine’s Day will be made as an additional item during an online grocery run. So, this Valentine’s Day, beauty brands should also look at cart-level data. This can open doors to better understand your buyer, how they perceive your product, and even develop potential partnerships with other brands. Our findings that Valentine’s Day candy is most associated with purchases of beauty and personal care products may unlock new strategies. Perhaps a partnership with a well-known candy brand could help shoppers make the final decision to add a beauty product to their cart while shopping. Product adjacencies like this exist year-round and change with the seasons.

The power of understanding product adjacency is especially strong when it comes to omnichannel shopping, where purchase intent can occur anywhere, including at checkout. As we saw with our example with the Valentine’s Day candy, the buying step for one product can simultaneously be the thinking step for another. With the average online grocery basket size currently around 6.81 items, it’s clear that consumers buying groceries online are already programmed to buy multiple products instead of just one or two. . Suddenly, adding mascara or face masks to your cart becomes muscle memory.

More e-commerce beauty tips

More and more buyers are adopting e-commerce. Consumers appreciate the convenience of shopping for multiple purposes in one place, as well as the flexibility to receive the product how and when they want. This year, it’s especially important for brands to pay attention to availability, product pairings, adjacencies, and even a better understanding of consumers themselves. In addition to timing and product adjacency, here are several other beauty tips for e-commerce this Valentine’s Day:

  • Make sure you are available on Facebook and Instagramwhere nearly half of all beauty e-commerce traffic came from the MikMak platform in 2021.
  • Also include TikTok, Pinterest and Snapchat in your social commerce strategywho are all rising stars of beauty e-commerce.
  • In addition to exploring online groceries, make sure Ulta and Macy’s are included as retailer options. These are the top two payment destinations for beauty shoppers in 2021 on the MikMak platform.
  • Take a comprehensive approach and be everywhere at least two weeks before the event date. The ideal time for event shopping occasions is two weeks before the celebration date, when multiple peaks in demand are expected to occur.

2022 brings new opportunities, strategies and audiences. Test and learn to stay up to date with changes in shopper preferences, demand distribution, and new ways to help consumers discover and purchase products. Find out what’s possible for you in our “New Year, New Me” guide: Categories Crossing the Swimlanes in 2022, with MikMak’s exclusive shopping index.


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