Beauty without the beast - How to drive more revenue while protecting your brand
On 26th March we delivered this presentation at the The Beauty Trends & Innovations Conference. Below is a summary.
The retail offer has been around for over 150 years. What started as metal tokens has evolved into digital codes, but the fundamental approach hasn't changed much - until now.
The problem with traditional promotions
Traditional broad promotions come with two major drawbacks:
Brand damage occurs when you train customers to wait for discounts. Margin erosion happens because every discount is profit you can't bank.
Yet offers remain essential. Our research with IMRG shows promotions drive more than half of revenue, nearly half of items sold, and over half of all transactions.
Even more telling: discounted products had an average price £14 higher than non-discounted items.
Enter intelligent offers
The solution isn't abandoning offers - it's making them smarter through intelligent targeting of who sees an offer and in what context, plus intelligent optimization by testing what drives results quickly.
Smart targeting in action
We collect behavioral data to personalize offers based on traffic source, giving different offers for visitors from different channels. Visit history lets us create distinct experiences for new versus returning visitors.
Funnel stage matters too. We deliver browsing, basket, or checkout-specific promotions. Browse behavior informs our targeting based on products and categories they've shown interest in. Location enables geographically relevant promotions, while basket composition allows for category or value-based targeting.
Most powerful of all: we can predict purchase likelihood by comparing current behavior to previous visitors, showing offers only to those who need them.
Optimization that matters
A/B and multivariate testing helps determine which offers deliver the best overall results - not just conversion bumps, but redemption rates, average order value impact, and incremental revenue.
Real campaign examples
Exit intent campaigns
Target visitors about to leave at different funnel stages. "Copy and search" interceptors catch price comparison shoppers. Invalid code rescue at checkout salvages potential lost sales. Wet n Wild improved conversion by 19% with these tactics.
Stretch & Save campaigns
Give visitors spending targets with discount rewards. These prove more effective than standard product recommendations. Navy Hair Care increased AOV by 21% using this approach.
Multi-offer containers
Wallet interfaces organize triggered offers efficiently. This allows running multiple targeted promotions simultaneously. Face the Future boosted AOV by 33% with this method.
Try before you commit
We partner with retailers to implement and manage campaigns aligned with your goals. Our 90-day free trial lets you test performance improvements before making any commitment.
