The luxury sector is adopting Digital Clienteling technology at a speed outpacing the rest of the market, and with good reason: luxury brands are built on carefully curated customer relationships.
A prime example of this is SkinCeuticals - the L’Oréal owned luxury cosmoceutical brand. They recently launched a Digital Clienteling service, named Pro 1:1 Virtual Consultations, which is in essence a skin-concierge, providing their customers with the dermatological expertise they know and love from the brand’s physical stores.
“Digital clienteling transforms high-end skin-care retail by creating tailored experiences that foster brand loyalty"
Ekaterina Royzen, VP of e-commerce and digital services at L’Oréal Dermatological Beauty
Convenience and personalized care hand-in-hand
On SkinCeuticals US website, you are instantly met with the option to connect with the brand through multiple virtual services, including Pro 1:1 Virtual Consultations.
Ease of opt-in has been a focal point for the brand, allowing you to jump into conversations with experts while browsing or book a scheduled appointment at your convenience for the ultimate customizable experience.
Once connected, you can access the vast knowledge of SkinCeutical’s trained medical aesthetic professionals.
Ekaterina Royzen, VP of e-commerce and digital services at L’Oréal Dermatological Beauty says “The launch was driven by a commitment to enhancing the customer experience. We recognized a growing need for accessible expert guidance, and this service offers personalized support directly from top medical aesthetic professionals.”
A brand-wide commitment
SkinCeuticals operate with efficiency and a strong strategic focus in everything they do, including Pro 1:1 Virtual Consultations.
They plan to market the new service across channels, including on social media and e-mail, as well as having a very prominent placement on the website.
This approach tracks with Bambuser data; customers report that Digital Clienteling easily yields conversion rates up to 30%, making it the logical choice to direct as much traffic there as possible.
Forecasting success
As mentioned above, the luxury market is especially fast at adopting Digital Clienteling technology, as receiving extra reassurance and personal guidance before a big ticket purchase is a must for most customers, to ensure their money is well spent.
However, another market that is evolving fast is beauty tech. According to ReportLinker, the online dermatology consultation market is expected to reach $6.51 billion in 2027 with an annual compound growth rate of a whopping 15.6%.
In other words: expect Digital Clienteling in beauty to be the new norm. After all, well-educated customers are happy customers.
Learn from SkinCeuticals
Do you want to replicate the success of SkinCeuticals? Here are our top 3 takeaways:
— Create a branded universe
SkinCeuticals has built out a complete universe with the customer experience and personal guidance in focus. It’s easy to pick the right service and convenient to drop-in or schedule an appointment. Within this universe, you will also find entertainment and live shopping shows to round out the digital offering.
— Expert knowledge
SkinCeuticals don’t just put anyone in charge of curating the customer experiences: they utilize their huge network of licensed professionals. Not only does this build trust with their customers, it also provides the exact same service the brand’s patrons know and love from the stores, giving a cohesive brand experience.
— Strong online presence
Lastly, SkinCeuticals are investing in their Virtual Consultation Service. They put it front-and-center on their website and actively promote it across channels. All Bambuser data points to this being the way to go if you want to successfully launch and maintain a new digital sales channel like Digital Clienteling.
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