Beauty
Loyalty
The beauty industry is big on loyalty program integration, which involves points accrual, personal recommendations, personal offers and discounts, free gifts, etc.
High pricing complexity
In the beauty industry, there’s often a high level of complexity covering prices, article grouping, campaigns, discounts, personal discounts, personal offers, and loyalty points.
Pop-up stores and campaign stands
The beauty industry is known for frequently using pop-up stores and campaign stands where using traditional stationary tills can be burdensome.
Dialog-based sales
Human interaction and dialog is important in the beauty industry, where customers’ individual preferences, skin types, complexions, nutrition needs, etc., are important parameters in many sales processes.
Seasonal fluctuations
Seasons, including festive seasons, affect most retail industries, but not least the beauty industry, where seasonal articles, like suncare, or seasonal activities, like Christmas gift wrapping, may require a lot of attention at particular times of the year.
Gifts and gift cards
Customers often buy beauty articles as gifts for others. This means that stores in the beauty industry typically handle a higher number of returns and exchanges than in other industries. Because beauty articles are popular gifts, stores in the beauty industry also handle a high number of transactions that involve selling and redeeming gift cards, checking gift card balances, etc.
What does it take to be successful in beauty?
- Unified commerce: In many beauty chains, the POS solution must work together with webshop systems, Click&Collect, etc., in unified commerce or omnichannel ecosystems, where prices, campaigns, and discounts (often personal ones) must be the same across all channels.
- Loyalty: Loyalty is big business in the beauty industry, so chains’ loyalty program integration must be fully integrated into POSs.
- Floor-based sales: Personal engagement and advice are paramount, and in beauty stores, staff must be able to advise customers at the shelves where customers choose their articles. With that ability, there’s a good chance of upselling or increasing basket sizes as well as maintaining excellent customer relationships and retention rates, but it requires that staff have access to information about articles as well as customer profiles when and where they need it, and that they’re able to complete sales anywhere in stores when the opportunity arises.
- Complex discounts: 3 for 2 when you buy suncare products. Buy 5 articles and get a 50% discount on the most expensive article. Buy for over EUR 50 to get a gift if you’re a customer club member. All three campaigns apply this week, but what happens if a club member buys 7 articles, 4 of which are suncare products, at a total normal price of 69,93? POSs in beauty stores must find the right prices, discounts, and rewards for individual customers at lightning speed.
7 areas where a mobile POS system can strengthen your business
Today’s retailers have no choice but to keep up and regularly decide on new technologies to ensure customer satisfaction and a healthy ROI. This article delves into a technology that can ensure both: a mobile POS system.
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