Printer Friendly

CHALLENGERS ALI WEISS: SVP, MARKETING GLOSSIER.

With a million Glossier customers acquired just last year, how do you build meaningful relationships at that scale? Scaling our connection with each of our customers is what will allow us to build a successful and enduring business. Digital experiences enable us to do that across a number of channels, from Glossier.com to Instagram to Inside the Gloss to our customer experience team (which we call the gTEAM). Most customer experience teams are trained to minimize contact with customers or direct them to an alternative channel to be as efficient as possible--that is the opposite of how we think about CX.

How have you been able to differentiate the brand through marketing? We center our marketing efforts around the experiences we create for our customers and community: physical (product) experiences, digital experiences and offline (retail) experiences. We inspire people to take part in our journey, and when we do that successfully, we end up with a vibrant and diverse community of people who are stakeholders in Glossier.

What's one eye-opening thing you've learned about your consumer? Our customers share a psychographic, not a demographic. ... They post our products on social media, bring friends to visit our stores and even bond with strangers over matching Glossier stickers on their phones. Glossier is also being "passed up" from younger to older generations, which is a role reversal from how beauty has historically been shared cross-generationally. Sharing and connection are what make our customers our biggest advocates: We're tagged in 20,000 user-generated posts per month on Instagram (not including Stories), and 70% of our customers come through person-to-person referrals, earned media and owned channels.

What are the biggest changes in the beauty industry right now, and how is Glossier staying ahead of them? Social media has given consumers a platform to use their voice and be their own expert. Beauty consumers specifically are no longer flocking to brands or department store counters for information and expertise; instead, they're sharing their routines on Instagram, watching makeup tutorials on YouTube and messaging a friend to ask their opinion before purchasing a product. While the democratization of expertise has upended the structure of traditional beauty companies, it's been the foundation of ours since day one. We are leveraging the voices of our customers to co-create the future beauty company.

With now two storefronts and expanding into pop-ups, what role do you see offline retail playing for the brand? Just like our digital and physical product experiences, our offline experiences are meant to inspire our customers to participate in Glossier. By doing this, we're creating value from a brand and revenue perspective--both are important metrics. Our flagship store in New York, which averages 50,000 visitors per month, has a conversion rate of 50%. Those same visitors are also creating incredible content and developing meaningful connections with our team and with each other.

How do you maintain a holistic view of each customer with both online and offline experiences? Because we're engaging with [customers] at every touch point, none of the experiences we create live in isolation. For example, people who visit our store are testing physical product and sharing the experience digitally by taking pictures, posting them to social and tagging us. We've built data infrastructure around that 360 journey, which enables us to tailor experiences for our customers based on how they chose to engage with Glossier.

What advice would you give to other marketing pioneers? Discretion matters just as much as data. As marketers, we have a vast amount of quantitative insights that help us build strategies and measure success, but it's easy to over-index on data if you're not considering the context and objective of a project.

By Alexa Comeau

Caption: Glossier Boston (top), the brand's third temporary retail location of 2019, boasts an immersive experience complete with Boston-exclusive product. The brand's original lip gloss now comes in two new shades based on input from the Glossier community.

Please Note: Illustration(s) are not available due to copyright restrictions.
COPYRIGHT 2019 Adweek, LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2019 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:INSIDE THE BRAND
Author:Comeau, Alexa
Publication:ADWEEK
Date:Sep 2, 2019
Words:668
Previous Article:The Business Of Advertising: FOCUS ON THE OUTCOMES AND CLIENT INSTEAD OF THE AGENCY MODEL.
Next Article:A Billion Acts of Good: BRAD HIRANAGA GENERAL MILLS' CHIEF BRAND OFFICER OF NORTH AMERICA SHARES HIS INSIGHTS ON THE CMO MOVES PODCAST.
Topics:

Terms of use | Privacy policy | Copyright © 2019 Farlex, Inc. | Feedback | For webmasters