Fashion and magnificence retail stands at a vital inflexion level the place digital transformation meets bodily retail demand. With 70 % of retail gross sales now digitally influenced, in keeping with The Business of Fashion and McKinsey & Company’s The State of Fashion 2025 report, the trade faces unprecedented complexity in managing buyer relationships throughout the purchasing journey.
The newest data report from BoF, Rethinking Fashion and Beauty’s Digital Customer Experience — in partnership with Braze — examines how style and magnificence retailers can use superior personalisation, omnichannel synergies and adaptable know-how methods to create sustainable buyer engagement.
While shoppers more and more uncover merchandise via social media and synthetic intelligence-powered instruments, bodily shops stay important. This twin dependency creates the “phygital” expertise, the place seamless integration between digital and bodily touchpoints turns into a aggressive necessity, in keeping with Meredith Mitchell, head of retail and e-commerce trade advertising at Braze — a buyer engagement platform that permits digital experiences to foster loyalty, enhance buyer lifetime worth and drive enterprise progress.
This report examines the macro-context beneath which style and magnificence manufacturers are working at the moment, earlier than exploring the interconnected challenges that outline the present buyer engagement panorama. The ultimate part affords methods for fulfillment, from scaling hyper-personalisation to orchestrating cross-channel presence.
Below, BoF shares what you may count on from the report.
Chapter 1: Macro Context: The Digital Customer Engagement Landscape
This chapter explores the present state of digital buyer engagement in the style and magnificence industries, offering companies with a transparent understanding of the important thing challenges and rising alternatives.
Key insights:
- Forty-seven % of retailers say they’re extraordinarily or very involved that their messaging isn’t resonating with prospects.
- Navigating buyer engagement has change into even tougher amid rising regulatory pressures on knowledge privateness and monitoring applied sciences.
- Physical retail remains to be recovering from the double impression of the rise of e-commerce and the Covid-19 pandemic. Retailers are working via fragmented methods with buyer knowledge scattered throughout bodily and digital touchpoints.
Chapter 2: Core Challenges: Unpacking Customer Engagement Pain Points
This part examines the 4 vital challenges that style and magnificence manufacturers face whereas reimagining their omnichannel buyer engagement methods.
Key insights:
- The digital-physical divide represents one of retail’s costliest missed alternatives: manufacturers battle to ship seamless integration in line with buyer expectations.
- Brand loyalty has advanced from a ordinary buying sample to an lively, values-driven analysis of each model interplay.
- Consumers have grown accustomed to hyper-personalised, frictionless on-line experiences throughout platforms. However, many retailers aren’t but utilizing superior buyer knowledge to actually perceive and goal their viewers.
Chapter 3: Strategies for Success: How to Optimise Online Digital Engagement
This chapter delves into sensible approaches that may help retailers in crafting a cohesive buyer engagement technique, from scaling hyper-personalisation to orchestrating cross-channel presence.
Key insights:
- Retailers that stay trapped in rudimentary demographic segmentation miss the chance to create individualised experiences that drive conversion and premium pricing energy.
- New applied sciences permit retailers to transform bodily interactions into digitised insights and continued cross-channel gross sales.
- The emergence of “composable” know-how means entrepreneurs can now ship campaigns and constant experiences quicker than ever.
This is a sponsored characteristic paid for by Braze as half of a BoF partnership.