Discover The Incredible Glossier In Store Customer Experience!
- Julia Hong
- 30 nov. 2019
- 2 min de lecture
The aim of this article is to develop the 5th learning from my article “What to learn from Glossier, the marketing machine”, about its in-store customer experience.
According to a PWC study, 59% of all consumers feel companies have lost touch with the human element of the CX. Whether it is a pop-up store or a permanent store, having a physical presence allows the brands to grow the customers' loyalty and engagement, and give them a memorable experience tainted with real human interactions.
Applying this lesson, Glossier went from digital to physical touchpoint. The brand is now even closer to its community thanks to it's brick and mortar showrooms in Soho, New-York, and in Los Angeles. The showrooms are entirely pink and reproduce the exact same atmosphere as the website. In this highly “instagrammable” environment, mirrors with quotes make people want to take a selfie and share it on social media. In the store, visitors can test the products and ask the sellers for advice. The sellers are called “showroom editors”, and are dressed the exact same way with a #glossierpink jumpsuit.
Through this video “Glossier Presents: a tour of our New York flagship store feat. Paloma” published on Glossier’s Youtube channel, we discover the Glossier universe, with all the products displayed in a really sleek way. The video begins and ends with a very royal music, like we were actually visiting a palace. The stairs are then depicted as stairs to heaven… actually a heaven for millennials and Gen Z girls. Our guide is Paloma Elsesser, an American plus-size fashion model who has also modeled for Fenty Beauty. Glossier strategically chose its muse here, accordingly to the message they want to spread. The brand is about easy-to-use products. Paloma confirms that when she states: “you don’t have to be good at make-up to do the freaking make-up. That is what Glossier is about”. Finally, the camera brings us to the “boy brow room”, a room totally encircled with mirrors, clearly dedicated to selfies.
Let’s have a look at the comments section: half of them are compliments over Paloma, and the other half is about how wonderful are Glossier products. Even some girls who never try Glossier before want to buy! Indeed, Glossier really did a great job at branding.
I always wondered why would you queue at Abercrombie&Fitch store to get a picture with a half-naked young model or visit this overcrowded store with so subdued lights that you can barely see the clothes you could potentially buy. Here is the thing, you don’t go in-store to necessarily buy, but because you want to live a memorable experience, you want to feel emotions, feel the vibes, like you are part of a community. And it’s also the opportunity to tell your friends (physically or on social media) that you went there. Do you buy an Apple product each time you go to an Apple Store? See?
Fun fact: one of my friends visited the LA showroom and told me there was a line in order to get into the place. Once inside, frenetically excited girls were testing the products while all the desperate boyfriends were waiting on pink sofas with a blank stare...
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