Strengthening Consumers Loyalty
- Kelly Hope Saltzman
- Apr 5, 2016
- 2 min read
As I peruse Facebook, I often spend a good portion of my time on different cosmetic pages, whether it's the big guns like M.A.C or Sephora, watching beauty makeovers on the ShelleyZimnerMakeup FB page or finding trades on forums like 'Bunz Cosmetics'. Typically, I am looking for me, it is not for research or school work.
But this morning, I was excited to see my school learnings come to life. As I was scanner Facebook, I came across this image on Bunz Cosmetic:
I am learning every day how essential it is for brands to make consumers feel unique, and to give them an experience. For bigger companies, the funds to activate a large marketing ploy may be available; but the execution plan to reach a large scope of consumers and to make each one feel unique is a gruelling task.
To make an online shopper feel 'special' must be difficult. Online shopping is so dissociated; there is minimal connection that can be made between the brand and the consumer. Of course, the first struggle is to get your potential consumer on to the website. It's hard to create brand loyalty from an online perspective.
But here we have it.
A hand written note, taking responsibility for any issue, and giving an extra gift - WOW. For those not big in the world of cosmetics, e.l.f doesn't produce 100$ items, hardly even 15$ product. It plays largely in the 1-6$ item business. A move like this - impressive.
Simple, gracious, and a great way to repair any harm done to the brand equity from this consumers experience.
I love that e.l.f is taking the time to show its consumers that each individual makes a difference in their company. It's working too, this consumer is sharing her story and her experience with the brand to a page filled with potential consumer! Shall I say, influencer marketing??
What a way into the hearts of millennials!
Although e.l.f is a smaller player in the this huge cosmetic world, it's making a point to conserve and grow a loyal fan base. (http://www.elfcosmetics.com)
Good work e.l.f!
I hope some other players take note.
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