Promotions without discounts: Luxury beauty site boosts sales by third
Luxury beauty site LatestinBeauty.com increased sales by a third following a new type of campaign, which lets retailers to run a promotion without discounting.
LatestinBeauty.com partnered with retail promotions technology company Luckycycle, and also saw average order and conversion rates increase by 21% and a third respectively, as customers were offered a one in 10 chance to win their baskets for free.
Luckycycle launched in the UK earlier this year and other clients include Clinique, Royal Canin and Europe’s largest electronics retailer Media Markt.
The luxury beauty discovery platform, which offers exclusive full and sample sized beauty goods, ran a promotion over the Easter weekend across its entire range and offered customers who’d spent over £10 a one in 10 chance to win their purchases for free.
The Lucky Egg campaign could be accessed after a completed sale and was used to boost engagement throughout the site.
LatestinBeauty.com works with brands such as GLAMOUR magazine, YOU magazine and Heart FM, offering a range of brand-collaborated beauty boxes including products from retailers such as Clinique, Bourjois and Liz Earle. Customers can also create bespoke boxes.
Campaign findings also showed that average order values increased by 21%, while conversion rates jumped by a third over the four day holiday.
“Discounts have become the standard procedure for rewarding customers – we wanted to offer something that people wouldn’t necessarily expect,” said Fiona Dillon, eCommerce and Social Media Manager at LatestinBeauty.com. “Luckycycle gave us the chance to stand out in a fresh way that leaves a lasting impression. Making sure the retail experience is notable is essential to captivating our audience, and the gamification element added a level of fun and intrigue. It’s something you’d want to share, and something that people want to talk about.”
LatestinBeauty.com plans to implement Luckycycle’s technology for further campaigns.
“LatestinBeauty.com understands the need to evolve its offering to shoppers,” said Géraud de Borchgrave, MD of Luckycycle. “We are moving away from a voucher code-driven industry where promotions are concerned. While discounts will always have a place, the ability to offer value in exchange for a purchase without slashing prices is appealing. Running a different kind of campaign reflects LatestinBeauty.com’s personalised and engaged approach to the shopping experience it offers customers.”
Luckycycle is the first company of its kind in the UK. Its clients include Europe’s largest electronics retailer Media Markt, Royal Canin and Clinique.
Published on Thursday 18 June 2015 by netimperative.com
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