Liberty, a British department store staple, launched The Beauty Drop subscription service. The brand came up with a novel way to get beauty shoppers spending in-store and online as the company recovers from the COVID-19 pandemic drop in sales.
As e-commerce sales hit a new high, the beauty seller readjusts its sales tactics with a monthly subscription service. Customers are asked to pay a monthly fee which transfers into store credit for online and in-store purchases. Liberty Collective members will have first access to the service this week. Non-members can register their interest this month.
All Beauty Drop members are offered a free quarterly beauty Discovery Box curated by the brand's buying team. The membership also provides free shipping on all orders.
Department Store Beauty Subscriptions
Liberty Now Offers The Beauty Drop Subscription Service
Trend Themes
1. Department Store Subscription Service - Department stores are exploring subscription services as a strategy for maintaining sales growth during and after the pandemic.
2. Beauty Discovery Boxes - Retailers are releasing curated boxes of beauty products as a way to bring excitement and value to their subscription services.
3. In-store and Online Store Credit - Offering store credit as part of a subscription service could encourage customers to make additional purchases both online and in-store.
Industry Implications
1. Department Store Retail - Department stores are adapting to changing consumer behavior by developing new strategies and offerings that meet customer preferences.
2. Beauty Retail - Beauty sellers are creating more personalized and tailored shopping experiences for their customers in order to stay competitive.
3. E-commerce Retail - As online shopping continues to grow, retailers are finding new ways to engage with and retain customers by offering innovative products and services.