After spending an inspiring weekend in Boston to attend the Harvard Women in Business conference, I ended the trip well with the purchase of the latest Harvard Business Review issue, which has a focus on digital customer engagement. One of the key parts that caught my attention in the segment was the focus on “streamlining the decision journey”, striving to deliver customers directly into the loyalty loop and keeping them in there.
The main example illustrated in the article is the L’Oreal Makeup Genius app, an app launched in 2014 with over 14 million downloads that allows customers to virtually try on makeup at home using augmented reality. The recognition technology can capture 64 facial data points and 100 different facial expressions to flawlessly apply makeup onto the face. The user can then save their photo with the makeup on, purchase the products in the app through retailers like Amazon and directly share their latest look to social media. The app’s functionality extends beyond the purchasing decision in that after the customer’s purchase arrives, she can reopen the app and it will automatically give her instructions for applying the products. The app then stores data on the styles that the customer appears interested in and will periodically alert her of a new style she might like. Through several more purchases and a greater awareness of her preferences, the app can further tailor the recommendations sent. It has been analyzed that this interaction helps to cultivate customer loyalty and encourage the sharing of app links to friends who have similar interests in beauty.
I think this app is an exemplary example of combining the four key capabilities of effective customer path to purchase journey, as highlighted through the HBR article: automation, proactive personalization, contextual interaction and journey innovation. It definitely highlights the rapidly growing importance of personalization in all aspects of a customer’s purchasing experience and how when this is delivered effectively through digital technology, it can create a loyal retained customer.
Sources:
https://hbr.org/2015/11/competing-on-customer-journeys
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