The newly designed Birchbox website is making the shopping process more personal and has led to a 21% increase in shop revenue per session and a 20% hike in shop revenues per customer, according to the beauty subscription box company.

The site overhaul, which Essential Retail reported on earlier this year, is part of the US-based business’s wider plans to expand in the UK, and it was accompanied by the appointment of a new managing director in Sally Scott.

Unlike other beauty retailers, Birchbox’s target audience is not the product-obsessed consumer who understands all the nuances of the market – this online beauty retailer focuses on what it describes as “the casual beauty consumer”.

To attract individuals who are interested in beauty as a functional product rather than a passion, “who may find the world of beauty intimidating and confusing”, Birchbox has created a storytelling website which heavily features information about product benefits and beauty

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