“Big data is huge,” Barbara Brockman, president of the Society of Cosmetic Scientists, confirms. “Brands have got to listen to the consumer; but we've never had the ears until now.”
Using data on e-commerce sales, the Charlotte Tilbury brand, which initially launched on the UK market in September last year, says it has been able to identify that adequate demand for its products exists in the US to legitimate expansion across the Atlantic.
“Ask the consumer,” Janet Tarasofsky, head of product innovation at Sarah Chapman Skinesis, advises brands. “We have the means to communicate so easily now, so ask them what they need and then tailor your response.”
Exploiting the technology
In order to tap into the opportunities offered by big data, it seems brands need to invest in the relevant technology.
Charlotte Tillbury notes it used an e-commerce intelligence platform called ‘Ometria’, which, it claims, “helped provide a business case for global growth opportunities.”
Rachel Jones, head of the brand’s e-commerce, explained that the data pointed particularly towards good potential in the US.
“Although we had always planned to expand into other markets, Ometria demonstrated just how much demand there was for the brand overseas, specifically the US – our keenest audience. The data revealed there was a business case for immediate expansion,” she says.
The brand says it intends to retail within Bergdorf Goodman, BergdorfGoodman.com, Nordstrom, Nordstrom.com and Net-a-Porter.com in the US later this year.
Recent use of data analysis technology by other brands such as 100% Pure has shown analysis can also be useful in more immediate communication with consumers.
100% Pure’s recent use of algorithms enabled them to offer steeper discounts to those online shoppers who close the site without making a purchase.
After three months of using the selective promotions, Forbes reports, online sales were up 13.52% for the beauty brand, confirming that big data is enabling brands to respond to individual consumer demands, and increasing profitability.