As the cosmetics industry continues to grow, so does the umbrella of cosmetics marketing. It now includes everything from customer engagement to digital merchandising. To make sure your efforts in all of these categories are successful, you'll need more than just a well developed marketing strategy - you need to know if that strategy is being executed effectively.
Cohesive and well stocked product displays are just one of the major elements that go into proper execution of a marketing plan. But how will you as a marketing manager know your product is properly displayed?
Maintaining comprehensive data will help you make sure your displays are optimized for maximum sales. For example, reps can use forms to to collect data on supply levels or quality of goods. Or, you can take data collection to the next level using photos to collect more qualitative data. That way, your representatives are able to give you a real-time visual of how your product is or isn’t performing with the click of a button.
Although online sales are becoming more popular across the board, cosmetics is unique in that almost 70% of consumers still prefer to shop in physical stores, especially for new products, according to eMarketer. One major reason for this? The power of hands-on promotions and displays.
The most effective demos are run by confident, trustworthy, empowered marketing reps. As a manager, you can use surveys to make sure your reps are carrying out your brand’s promotional excursions with the same care you took in planning them.
On one hand, field marketing surveys can help reps stay organized, serving almost a checklist for the most important steps of every promotion. On the other hand, cosmetics marketing managers can use them to keep track of the number of products each rep went through, the response from shoppers, and any other quality control data they choose.
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Consumers and retailers alike have become extremely reliant on the internet when making purchases or collecting data, especially when it comes to cosmetics. For example, Sephora recently released a mobile app shoppers could use to access product reviews directly from the aisle. Why not use similar tools to connect with your reps in the field?
Cloud-based tools allow cosmetic marketing managers and their representatives to communicate in real time. Not only can the right software eliminate hours spent on the phone or waiting for reps to come back into the office, they can also reduce the hassle of manual onsite data collection.
Plus, mobile data collection apps make use of the devices your reps already own and know how to use, eliminating confusion and allowing you to better manage your cosmetic marketing - whether it is a small or larger scale operation.
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