The marketing playbook is being rewritten by the explosion of direct to consumer businesses, like Warby Parker, who have inspired expansion in this new market trend.
Warby encouraged customers to post photos of themselves wearing their trial frames on social media and get style advice from friends, which then gets liked, shared and commented on. Warby Parker found a veritable army of brand advocates lining up to share content on their behalf.
Welcome beauty brand Glossier, whose President and COO, Henry Davis, “doesn’t go by the rules.” The old rules.
Over the past four years, Glossier has carved out a niche in the billion-dollar global beauty market with an e-commerce operation selling its range of 26 skincare and make-up products and retail stores in key locations across the US.
“The company is considered innovative,” said Davis, “because it owns the bottom part of the sales funnel.” Unlike traditional beauty brands that rely on third party sellers, it doesn’t rely on any other players to make the sale to customers on its behalf.
The importance of influencer marketing has steadily increased over the past few years in online markets. In a new report out of the UK, based on the responses of 385 marketing specialists, 80% of respondents agree or strongly agree that influencers are critical to engaging younger consumers and encouraging them to buy.
Still, rather than working with influencers, Glossier reports having much more success engaging its hardcore fans directly, in the style of Warby Parker. In its most successful launch to date the brand deliberately did not send any products to influencers. Instead the company chose to gift the products to 500 super-fans who had bought the most products or were the most engaged.
Engagement is the key factor in developing the essential one-to-one relationships that fuel direct to consumer brands’ loyal customer base. Brands and companies of all sizes can learn from upstarts changing the game. By pivoting their marketing strategy and building sharing seamlessly into their products, controlling brand content and taking ownership of critical first-party data, any brand can learn to thrive in today’s digitized world.
“Customer is at the heart of product development, customer is at the heart of strategy and customer is at the heart of the sale,” Davis says, and to the brands that can’t keep up, “good riddance.”
To start up or stay relevant… Roth&Co.
