Partnering with JD Technology, watch the 2022 Retail Industry Digital Marketing Upgrade Video for FREE! Click now →
High customer acquisition costs, low channel ROI, poor user engagement effectiveness, missing business scenarios and pathways, long intervals between store livestreams… These are the longstanding marketing challenges faced by many beauty and personal care brands. On April 8th, addressing the marketing demands and characteristics of the beauty retail industry in 2022, Webpower partnered with JD Technology to conduct a practical "hands-on" live session, sharing step-by-step insights on full-chain marketing growth for beauty and personal care brands. The session was hosted by JD Technology and featured Mr. Song, the Brand Operations Director at Webpower and an expert in smart retail growth, as the main speaker. He detailed the marketing experiences and opportunities and trends for 2022 within the beauty industry from three perspectives.
1. Redefine "Conversion"
Brands always aspire to achieve high conversion rates, but they often have an overly simplistic understanding of "conversion." From our perspective, conversion is not an overnight result but a progressive enhancement of the user experience.
First, we need to summarize and break down the main factors affecting conversion, examining them from four dimensions: product, market and competitors, user behavior, and sales channels. Utilizing data techniques, we can perform visual monitoring of these factors.
Within each dimension, several smaller key points can be further subdivided for focused monitoring. For example, in the user behavior dimension, we can monitor key aspects such as first-time purchase behavior, repeat purchase behavior, registration drop-off rate, and shopping cart abandonment rate.
By analyzing the impact of our operations on user behavior through real monitoring data, we can purposefully optimize various key points in the marketing funnel to maximize user conversion.
2. "Dating" the User
A correct understanding of "conversion" and the monitoring and data analysis of factors affecting conversion are preconditions for achieving high conversion rates. However, in practical operations, having just theoretical knowledge and understanding is far from enough. We need to focus on "user lifecycle management" as a key to achieving high conversion results. To facilitate understanding, Mr. Song introduced the "AIPL·Dating the User" methodology for user lifecycle management, dividing the user lifecycle into "four stages of dating":
01. Searching Stage (Targeted Customer Acquisition)
Awareness: Casting a Wide Net
Big data matching to find that TA
02. Introduction Stage (Targeted Customer Acquisition)
Interest: Communication and Understanding
Effective Engagement, Precise Marketing Communication
03. Infatuation Stage (Targeted Operations)
Purchase: Deepening the Relationship
Automated Marketing to Drive Purchases, Enrich User Profiles
04. Stability Stage (Refined Operations)
Loyalty: Strengthening Bonds
Loyalty Operations, Maximizing User Value
At each stage, implement targeted operational strategies that interlink, nurturing users into loyal members. This ensures the sustainability and maximization of user value.
3. Enhancing LTV with Technology + Data
"Technology and data are indispensable tools in digital marketing today."
In 2022, in response to the drastic changes in the global economic landscape and the inherent needs of industry development, our deep insight into the domestic retail market revealed new, highly efficient marketing touchpoints and growth opportunities utilizing AI outbound call technology.
Partnering with JD Technology and leveraging our SCRM technical and operational advantages, we have built a new “full-chain integrated marketing matrix” centered on data and technology. This enables 360-degree multi-scenario marketing for beauty as well as other retail brands.
We can not only precisely target JD's proprietary second-party data through big data analysis, achieving deep consumer insights and segmented traffic generation;
but also apply AI outbound calling as a new touchpoint for the brand's own first-party data, in combination with existing multimedia touchpoints. This allows for comprehensive lifecycle management, strengthening user retention and private domain conversion, and ultimately enhancing the lifetime value (LTV) of users.
With one-third of 2022 already behind us, retail brand owners should not miss out on any valuable resources that can be leveraged for free. The next big opportunity for success could be within reach!
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