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How Brands Are Forming Deeper Connections By Providing Concierge-Style Service

How Brands Are Forming Deeper Connections By Providing Concierge-Style Service
Beauty

From sleep coaches to personalized makeup consultations, retailers are focusing on offering consumers personalized experiences that help drive brand value

PSFK
  • 2 august 2018

As much as the DIY market continues to boom, customers simultaneously value personalized attention and assistance, seeking expert advice and tailored aid that let them get the most out of their products and services.

This is why retailers are currently focusing on developing personalization in-store and online, contextualizing offerings to deliver increasingly relevant products and services to customers. Here’s how three major retailers are going about tailoring the customer experience:

Walmart
Walmart launched its ‘retail-tainment’ program in 365 of its stores, where consumers can receive personalized makeup consultations using Walmart’s proprietary Hard Candy makeup products. Customers can choose between two featured looks, and staff then adapt the look to the customer’s unique physical features, including skin tone, facial shape, lip color and eye color. Customers are incentivized to return with new looks added every few months.

Equinox
American luxury fitness company Equinox added sleep coaches to its training offering Tier X, working with customers to construct a personalized daily routine to improve sleep quality in order to enhance athletic performance. Coaches analyze a customer’s sleep quality by measuring metabolic rate against daily habits. From this analysis, coaches can suggest incremental tweaks to daily behavior, such as limiting phone use and night snacks before bed, to improve quality and duration of sleep.

Target
Discount retailer Target launched Target Beauty Studio, a concierge service where customers can text or chat with Target beauty experts to get product advice and recommendations.

Brands are marshaling in-depth personalized offers like these to better meet consumer needs and foster positive experiences. For more information on how companies are creating tools, services and content to aid and educate customers, see PSFK’s report Engaging Families Around Wellness.


Lead image: makeup artist at work stock photo from Anton Watzman/Shutterstock

As much as the DIY market continues to boom, customers simultaneously value personalized attention and assistance, seeking expert advice and tailored aid that let them get the most out of their products and services.

+assistance
+chat a researcher
+concierge
+connection
+Features
+Health
+Health & Wellness
+personalization
+Public
+report
+service
+trend
+wellness

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