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A Closer Look at the Customer Experience: e.l.f. Cosmetics

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Be our visitor. Be our visitor. Put our service to the check. There’s a small, however necessary distinction between a buyer and a visitor. “Customer” implies the intention to buy. It comes with expectations.

A “guest,” although. A visitor is a welcome customer—one handled with care and luxury. A visitor is somebody invited.

Today’s customers like being handled like company, not clients. When discovering manufacturers, customers are searching for ones that deal with them with respect, hearken to their opinions and personalize the buyer expertise. It’s a shift in perspective that entrepreneurs as we speak should undertake to remain related and construct longer-term relationships.

Our latest sequence, the Customer Experience Analysis, offers you a glance at the journey from a distinct perspective, however one that’s all too acquainted to us: the shopper.

Much like our User Engagement Teardowns, we put ourselves in the place of an engaged shopper discovering a model for the first time. We accomplished numerous actions over the course of three weeks (created an account, browsed objects, favorited objects, deserted carts) to set off messaging.

The outcomes are at the backside of this submit, free and ungated on your viewing pleasure.

The e.l.f. Cosmetics Customer Experience

In the graphic linked under, we’ve outlined the expertise with U.S.-based cosmetics retailer e.l.f. Cosmetics, recognized strengths and alternatives, and offered just a few takeaways you can begin implementing into your methods as we speak.

All instructed, the breakdown of messages from e.l.f. over the analysis interval was as follows:

  • 36 whole advertising messages
  • 28 emails (25 promotions, 2 welcome emails, 1 transactional email)
  • 8 cellular messages (7 push notifications, 1 SMS message)

Whether you’re in e-commerce or retail or neither, the takeaways from our evaluation of the e.l.f. expertise relate to most advertising methods.

For instance, e.l.f. illustrates that nice branding solely takes your advertising to date. User habits information, reminiscent of shopping or cart abandonment, ought to drive the buyer expertise and personalize the journey in a approach that incentivizes engagement and fosters a deeper connection.

With that stated, these analyses usually are not a complete look at a model’s journey. We’ve included sufficient actions in three weeks that we will get a superb look at a portion of the journey, however there are elements that we’ve not lined.

For occasion, e.l.f. may enhance the personalization of its messaging as customers proceed to accrue factors of their profile. The takeaways offered listed below are associated strictly to the starting of the customer-e.l.f. relationship and will promote elevated engagement earlier on.  

By shifting the perspective to that of the shopper, we hope this sequence helps spark concepts to deliver your clients a good higher expertise. Take a glance at e.l.f. and when you’re achieved, try our final evaluation: ASOS.

Customer Experience Analysis

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