How to connect digital and in-store with multi-channel activities?

The deeply digitalized lifestyle where we are always connected, constitutes the base for numerous transformations in progress, especially in beauty business. The ‘selfie’ generation is composed of consumers that increasingly relates to social platforms as YouTube and Instagram, to find beauty inspirations to follow; so it does not surprise, that brands are integrating the traditional communication with the digital marketing activities. To this scope, besides the ascent of e-commerce companies such as Amazon and Zalando, also the traditional industry is changing the way to interact with the consumers, through online sales, apps and chat bots.

The multi-channel consumer

The majority of consumers, if questioned on their preferences between online shopping and in a physical store, answers “both.” The best way to exploit this trend, is to create a fluid experience between the various purchase channels and interaction points. The shopping process is a sum of moments that the client lives in the physical shop, but also on the other channels. Mainly brands use these four: mobile app, online messaging – chatbot, email marketing and social media platforms. The omnichannel marketing is nothing but the management of the communication and sale channels, that work together integrating each other to be more effective.

In-Store Technologies

The store therefore becomes more and more an experience center, as well as logistic. To offer this type of services, technology is fundamental: beacons, QR codes, augmented reality apps, interactive showcases, digital signages, multimedia kiosks, mobile POS and many others. The main purpose of technology usage is to improve the purchasing experience and additionally to have an access to clients online behavior data.  

Sephora’s e-commerce innovations, in-store technology and digital marketing strategy, have successfully fused the offline and online experience, making the brand competitive in the beauty market.  The company used augmented reality apps that help consumers to try a make-up product, scan their skin to choose a right foundation color, or by touching the store screen with fan to feel odors, essences and fragrances of the perfumes. Thanks to these in-store integrations Sephora offers a rich and involving purchase experience, that prolongs clients’ visit in the shop.

Credits to Sephora


Social Engagement

A multichannel strategy cannot ignore customer engagement too. The social media communication is a two-way process, that allows to create a direct relationship with a client, to make it part of business strategy.   

Since 2005, more and more people upload their make-up tutorials on YouTube, many of them are using NYX products. By sharing the new products with the influencers, and by inviting them to dedicated events (the ‘Face Awards’ contest), NYX focuses their attention on the organic brand development, by implementing digital solutions. What is interesting, the brand communication strategy is 0% of traditional media and 100% of digital contents. In other words, NYX concentrates on social media channels and engagement within the vast web community. The result? The company is recognized by Google as the second make up brand in the world by its online visibility.   

Credits to NYX Cosmetics

Another great example of multichannel strategy is Fenty Beauty. In the spirit of functionality, the make-up line by Rihanna proposes an exclusive product: a make-up product for every skin tone. The possibility to choose among this variety of colors sends an empowering message, united to the significant social influence made by the singer on her own worldwide fanbase, has determined the successful communication. Tracked social media channels has showed that a right and direct message of a product could make a difference for the inclusive community.  

Credits to Fenty Beauty


How to set up a multi-channel strategy?    

To conclude, limiting oneself to the physical point of sale is not enough anymore. Switching to the multichannel strategy could be a challenge for traditional retailers, but using a transversal type of communication make it possible to obtain opportunities that create deeper and significant relationships with consumers.