Same-day delivery, video customer service and local campaigns are on the agenda
Feelunique.com has revealed four new ways it plans to drive business growth online in the near future.
Joel Palix, CEO, feelunique.com
The company, which is celebrating its tenth year in business, now has 400 brands listed on its website and employs approximately 200 members of staff.
Looking to the future, CEO Joel Palix revealed that the company is by no means resting on its laurels, despite now being the UK's leading beauty retailer online. Speaking at a special tenth anniversary presentation, he said: "Little by little we have managed to get all the big beauty brands [on board], which are so important for having a successful online site. A special thanks to bareMinerals, L'Oréal and Dior – they were the brands that gave us their trust in the first place. It took us ten years to get all the brands with us, culminating with Chanel, which we launched just a few weeks ago. It was quite an achievement, but also a work of patience."
So what does the future hold for feelunique.com? Palix explained that the company's focus is now on making the 'consumer journey' easier, and one of the ways it plans to do this is through personalisation. Feelunique.com recently introduced its personalisation programme. By collecting data about each individual consumer's navigation of the website, previous purchases and questionnaire results, feelunique.com is able to identify the consumer's beauty profile.
Palix said: "The next step coming soon will be a dedicated corner on feelunique.com called My Feelunique – a space where you can find all the information relative to your previous purchases, a wishlist and many other ways to completely personalise your experience on feelunique.com. We’re not stopping there, we are also working a lot on consumer opinions. When we asked our consumers what is the most important thing to them when buying, they said they trust other consumer opinions a lot. So, adding many sources of consumer opinions next to the product page was something very important to do. We are implementing this now."
This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Subscribe now to premium content on Cosmetics Business