Established in 2014, beauty brand Glossier has acquired cult-status celebrity among consumers. With initial funding support from women-led venture capital firm Forerunner Capital, the company raised $8.4 million in a Series A funding round led by investment firm Thrive Capital in November 2014. What started as a beauty-related blog by Emily Weiss, CEO and founder of Glossier, the company became so popular it has had 10,000 customers on waiting list for two its products. Brand identity and the importance it places on the digital community and the customer feedback loop distinguish the company from its much bigger rivals.
"This beauty startup has become so popular that it has 10,000 people on a waitlist for lipstick", Business Insider, May 24, 2016
Online retailers need to focus on the post-purchase experience in order to retain customers. For example, beauty retailer Sephora's success is driven by its sustained efforts to connect a shopper's experience throughout the whole customer process across digital, mobile, and brick-and-mortar stores channels. Also, Sephora provides customers with branded delivery tracking page and updates on product recommendations, deals, and editorial content. There are four ways retailers can provide customers with the best post-purchase experience: continuing the conversation; providing shoppers with relevant, personalized information; turning a bad customer experience into an amazing experience; and creating an organizational environment that... More
"Online Retailers Should Care More About the Post-Purchase Experience", Harvard Business Review, May 24, 2016
The Wall Street Journal, May 17, 2016