As online shopping becomes increasingly convenient, it’s harder and harder for brick-and-mortar retailers to succeed without offering something extra. How can you make a strong enough impression on your customers that they’ll want to come back to your store, rather than just pick up items on their shopping list? The secret is to create an “unforgettable in-store experience. In this issue, we’ll take a look at how beauty supply stores have created customer experiences not available online and suggest some ideas that you can apply to your own store.

Engagement marketing to turn customers into fans

One of the secrets to turning customers from buyers into true fans is engagement marketing. This strategy centers around the in-store experience, creating a unique experience for customers. With a variety of perks and experiences, customers will feel deeply satisfied with your store and will return.

@jennybtysupply

Jenny Beauty, a beauty chain in Texas, is a great example of engagement marketing. They encourage customers to share styling photos on social media after purchasing a product and reward winners with cash prizes and gifts each month. Not only do you get your customers to participate, but you also get to promote your product at the same time. Unsurprisingly, the campaign is very effective in building brand awareness and generating ongoing interest in the store.

@ezhairbeautykannapolis

EZ Hair Beauty Supply in North Carolina runs a promotion where customers can scan a QR code at the entrance of the store to follow them on social media and receive rewards with a chance to spin a wheel to win prizes. It creates an organic connection between your customers, your store, and social media, helping you build a loyal customer base. They also regularly host live giveaways on social media to maintain an ongoing relationship with their followers. These online and offline events are a successful strategy for engaging customers.

Fill the retail floor with a special theme that captivates your customers

Imagine yourself walking from aisle to aisle, shopping. A well-themed store is more than just a place to shop; it brings a unique experience that feels like exploring a small world. An assortment of trendy products can make a customer engaged and keep them coming back to your store. In recent years, beauty stores have become increasingly popular for their one-stop-shopping concept, where you can buy a variety of products in one place, rather than just low-end items or high-end items.

Florida’s Beauty Depot capitalized on the surging popularity of K-Beauty and Asian beauty products by creating a special space for customers to experience K-Beauty products. Products that were previously only available online can now be tested in-store and purchased on-site. This has allowed the stores to attract customers of all ethnicities, not just African Americans, which had been their primary customer base, and expanded revenue opportunities through new customer acquisition. By offering customers new experiences and conveniences, they’re making visiting the stores more enjoyable.

Sams Beauty Warehouse in Chicago has become a one-stop shop for beauty, with a beauty bar for makeup services and a styling bar for lace wig styling. The on-site services allow customers to enjoy a richer beauty experience at a single location conveniently.

Beauty Master, which has locations in Georgia and Florida, has garnered attention for its Korean food aisles, character products, and special sections that cater to a variety of consumer demands, from scrubs for healthcare professionals to premium luxury fragrances. By offering customers a unique experience that goes beyond buying hair and beauty products, the company is attracting a diverse customer base, strengthening its unique brand image, and increasing both customer satisfaction and sales.

Community outreach, turning stores into community hubs

Beauty stores are evolving into places that facilitate gatherings in local communities. To connect with local customers, you can regularly host in-store events such as makeup workshops, hair styling sessions, and more. It helps customers share beauty tips with each other and gain a deeper understanding of products, making the store more than just a place to shop. Furthermore, these community-oriented activities play an important role in building customer loyalty and positioning your store as an important local gathering place.

Sams Beauty Warehouse offers free styling services including lace wigs, ponytails, and crochet braids to customers through free makeover events, giving them a positive brand experience. These brand experience events are especially effective for launching new products or promoting a specific line of products.

Michigan-based JJ Beauty Supply has 31k followers on Instagram and is very popular in the community. The store has been a collaboration between local beauty entrepreneurs and hair designers to create unique pop-up stores and offer customers regional products and services. During the back-to-school season, they offer free hair services for kids, all of which are done on a volunteer basis, which makes it all the more meaningful. The company regularly hosts free wig giveaways and other charitable efforts for the local community, making it a truly recognized presence in the community.

JJ Beauty supply facebook @_justkre

JJ Beauty supply facebook @_justkre