In recent years, the e-commerce landscape in the United States has witnessed remarkable growth, transforming the way consumers shop for products. This digital revolution has benefited consumer brands, including skincare and supplement companies, by providing a platform to reach wider audiences and expand their market presence. However, marketing clinically-supported product claims in this competitive space requires a thorough understanding of the prevailing e-commerce trends. We explore key trends that consumer brands should be aware of in order to effectively share their science-backed product claims in the US.
Subscription-Based Models
Subscription-based services are gaining popularity as they offer convenience and affordability to consumers. Consider offering subscription options for skincare or supplement products backed by clinically-supported claims. Subscription models promote customer loyalty and ensure a predictable revenue stream for your brand.
Social Commerce and Shoppable Content
Social media platforms have evolved into powerful e-commerce channels by introducing shoppable posts and links. Utilize social commerce to reach and engage with your audience directly. Create compelling, educational, and visually appealing content that highlights the clinical evidence supporting your products. Enable direct purchase links within social media posts to facilitate a seamless buying process.
Personalization is King
E-commerce platforms are increasingly utilizing artificial intelligence (AI) and machine learning algorithms to personalize the shopping experience for consumers. Personalization involves tailoring product recommendations, offers, and content based on individual consumer preferences, behaviors, and demographics. As a consumer brand marketing clinically-supported product claims, you can leverage this trend by using data analytics and customer insights to create personalized messaging that resonates with your target audience. For instance, you can segment customers based on their skincare or supplement needs and recommend specific products that align with their health goals.
Transparency and Trust
Consumers today are more concerned about the ingredients and the proven efficacy of the products they purchase. Building trust with your audience is crucial with the rise of misinformation and fake claims. Consumer brands marketing clinically-supported product claims must focus on transparency by providing clear and accurate information about the clinical studies, research, and certifications that back their claims. Utilize user-generated content, reviews, and testimonials to reinforce trust and credibility.
Mobile Commerce Dominance
Mobile devices continue to dominate online shopping, making it essential for consumer brands to optimize their e-commerce websites and digital marketing strategies for mobile users. Ensure that your website is mobile-responsive, and simplify the checkout process to minimize cart abandonment rates. Additionally, leverage mobile apps and push notifications to engage with consumers and promote new product launches or exclusive offers.
Sustainability and Social Responsibility
E-commerce consumers are becoming more conscious of the environmental impact of their purchases. Brands that demonstrate a commitment to sustainability and social responsibility are gaining favor among customers. When marketing clinically-supported product claims, emphasize eco-friendly packaging, cruelty-free testing, and sustainable sourcing of ingredients to appeal to eco-conscious consumers.
Augmented Reality (AR) and Virtual Try-Ons
For skincare and supplement brands, the inability to try products before a purchase can be a barrier to conversion. AR and virtual try-ons provide a solution by allowing customers to visualize the potential benefits of the products. Implement AR features on your website or mobile app that demonstrate the effects of your clinically-supported products, adding an interactive and engaging element to the shopping experience.
Wrapping Up
As the e-commerce landscape continues to evolve, consumer brands in the skincare and supplement industries must keep pace with the latest trends to effectively market their clinically-supported product claims. It’s important to maintain transparency and share the results of any research you conduct on your formulas, as this has remained a consistent consumer demand amidst any changes in e-commerce trends. Beyond this, trends such as greater personalization or offering a subscription model can be great ways to appeal to a wide range of consumers in the thriving e-commerce sphere.
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