Tesco Buddies Up with Bloggers to Host Beauty Consultations on Google+
Laura McQuarrie — March 4, 2015 — Marketing
References: plus.google & thedrum
In partnership with a number of popular beauty bloggers from across the UK, Tesco has launched a 12-month beauty consultation program that will take place over Google+ Hangouts.
Shoppers looking for beauty, makeup, hair and skincare suggestions are able to book free, private sessions online or through the Tesco Beauty Hub at Tesco Living with expert bloggers that last about 15-20 minutes. After these online sessions have concluded, participants are sent a follow-up email from Tesco containing more information on products recommended, although there is no obligation for consumers to purchase these items. By arming its shoppers with knowledge straight from the mouths of online beauty experts, Tesco aims to enhance the in-store experience, as well as boost engagement and brand loyalty, marking an increase in the brand's efforts on social media.
Shoppers looking for beauty, makeup, hair and skincare suggestions are able to book free, private sessions online or through the Tesco Beauty Hub at Tesco Living with expert bloggers that last about 15-20 minutes. After these online sessions have concluded, participants are sent a follow-up email from Tesco containing more information on products recommended, although there is no obligation for consumers to purchase these items. By arming its shoppers with knowledge straight from the mouths of online beauty experts, Tesco aims to enhance the in-store experience, as well as boost engagement and brand loyalty, marking an increase in the brand's efforts on social media.
Trend Themes
1. Online Beauty Consultations - Tesco's partnership with beauty bloggers for virtual consultations highlights the growing trend of online beauty consultations.
2. Influencer Marketing - Tesco's collaboration with popular beauty bloggers showcases the rising trend of brands using influencers to connect with customers and provide personalized recommendations.
3. Enhanced Customer Experience - Tesco's beauty consultation program is part of a larger trend in the retail industry to provide customers with personalized and knowledgeable guidance to improve their shopping experience.
Industry Implications
1. Beauty Retail - The beauty retail industry can benefit from the disruptive innovation opportunity of incorporating virtual beauty consultations to offer personalized recommendations.
2. Social Media - The collaboration between Tesco and beauty bloggers on Google+ highlights the disruptive innovation potential for social media platforms to become a hub for interactive beauty consultations.
3. E-commerce - By integrating virtual beauty consultations, e-commerce platforms can create a more interactive and personalized shopping experience that enhances customer satisfaction and loyalty.
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