Beauty brand Charlotte Tilbury applies a flawless approach to driving offline customers online

In the not-so-distant past, many of us were mourning the supposed ‘death of the high street’. When the likes of Woolworths and Blockbuster vanished from our shopping districts, it was as though the dark days had descended upon us and there was no turning back.

The global financial crash had a somewhat significant effect on the fate of these iconic and beloved brands but, in truth, the deep-rooted problem was that they’d simply failed to keep up with evolving consumer habits.

Around a decade on and it’s safe to say the high street isn’t dead. The demise of old-fashioned retailers has not only forced existing brands to reimagine the way they operate, but it’s paved the way for artisanal start-ups to bring something fresh to the arena.

Today, consumers are empowered with a multitude of ways to connect and shop with a brand. Companies with physical stores have realized that offline and online can work in harmony and are reaping the rewards of omnichannel retail. They’re developing marketing and sales strategies that are bridging the gap and offering customers a truly seamless experience; ‘click and collect’ services are a prime example of this.

Of course, there are many other ways in which omnichannel is revolutionizing the retail industry. Just check out this article that I published last year on Fred Perry’s mission to achieve a single customer view.

In this blog post I have the pleasure of announcing another omnichannel success story, again with email right at the heart. We know there are various ways to use online interactions across the customer journey to drive foot traffic to bricks-and-mortar stores – such as store locators – but Charlotte Tilbury has bucked the trend by doing the opposite: driving offline customers online.

To tease Charlotte Tilbury’s recent store opening in London’s Westfield White City, the brand showcased a quiz in the shop hoarding that passers-by could engage with. At the end of the quiz, each person was given a chosen ‘look’ – one of the brand’s 10 personas. Charlotte Tilbury’s team then offered customers the opportunity to have the details of their chosen look emailed to them.

This is one of the emails sent to people who’d engaged with the brand during its new store opening in London

Each of the 10 ‘looks’ has a dedicated web page, featuring everything from a customized music playlist to personalized beauty tips. The brand has peppered each guide with useful ‘how-to’ videos to complement corresponding beauty products, along with Pinterest buttons so users can ‘pin the look’ to their boards.

We loved this smart multi-faceted marketing approach. Not only is Charlotte Tilbury growing its database with engaged contacts, it’s collecting valuable insights on each customer so it can provide the in-store experience online and drive engagement across its social networks.

Nice work Team Charlotte Tilbury! You can find out more about the brand’s looks here.

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