The top ten e-tail tactics set to define 2017


As consumers’ digital and physical lives converge, beauty e-tailers will benefit from being one step ahead in the online space

Becky Edwards is the Head of Business for brand strategist The World of Initials, based in Leeds, UK. Here, she tells Cosmetics Business the top ten online retail tactics that will define 2017.

Becky Edwards

It’s no secret that our digital lives have well and truly converged with our offline ones.

Relaxing at home, commuting, at our desks, we’re rarely more than an arm’s reach from our devices.

Retailers can now communicate with us in myriad environments, through a growing number of platforms.

So, for beauty brands there’s plenty to get to grips with when it comes to online retail.

However sophisticated your online presence is, there are tactics you can put in place in 2017 that could give you the edge. Here are our ten top tips – and examples of how brands in the business have made the most of them.

1. Pay heed to your customers’ needs

First off, a timeless principal that’s often overlooked: listening to the customer. And with more data available than ever before, beauty brands and retailers have the opportunity to be all ears.

Online beauty retailer Feelunique, for example, arguably owes its success to . . .

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