The brand has used livestreaming commerce, an updated version of a direct selling television channel, to supplement the decrease in sales that occurred from store closures due to the pandemic. The result is a personalized, interactive experience that’s educational and entertaining for shoppers, according to Estée Lauder executives. Customers are able to interact with moderators through chat and add items to carts in real time. The brand saw double-digit growth in livestreaming sales of makeup and skincare products and plans to expand the channel with fragrances and hair care.

Similar to other beauty brands, Estée Lauder is also using augmented reality and gamification to engage consumers virtually. For more detail on the brand’s success with livestreaming commerce, read on in Multichannel Merchant.

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Mega-Marketplaces

In the case of marketplaces like Amazon, Walmart and Target, the advantage is increased sales and a streamlined customer journey beginning with search and ending in purchase and delivery. However, the ability to capture customer data is limited and the brand-building experience is owned by those platforms rather than the brand itself.

Social Platforms

Social media platforms, including Facebook and Pinterest, now offer shoppable features. Since this enables brands to initiate direct-to-consumer relationships, there is a greater opportunity to cull customer data for future purchases beyond impulse buys. However, brand safety and accessibility across certain industries, such as healthcare, are challenges.

Open Web  

The customer journey across the open web can be significantly shortened for big-ticket purchases. But to make headway, brands need a strong direct-to-consumer relationship, consumer data tracking, CRM systems and more to successfully guide the consumer through the process. For more considerations on maintaining a frictionless customer journey, read on in AdExchanger.

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