E‑commerce start-up Beautylish is expanding its makeup community dramatically in the mobile market after its successful iPhone app launch four months ago.
Any e‑commerce manager or e‑commerce analyst who remains skeptical about the potential of the mobile market should take note: the number of daily mobile sessions recorded by Beautylish is now running at twice that for its Web alternative and amounts to hundreds of thousands of downloads a day.
Why e‑commerce should include m‑commerce
The firm’s founder and CEO, Nils Johnson has just announced a similar app for the Android OS, massively expanding the potential customer base in the process. Like its iPhone predecessor, the app gives users full access to editorial content and reviews for beauty goods, but doesn’t yet allow them to make purchases (its e‑commerce platform, Boutiques, which launched a month ago, does allow purchases).
Recently, the Association of Online Publishing (AOP) produced data that suggested internet advertising agencies were failing to capitalize on the mobile market’s burgeoning growth, conservatively clinging on to more traditional online platforms instead. In this respect, many SMBs and e‑commerce start-ups are ahead of the game. Recent survey findings suggest that 72 percent of SMBs in the U.S. plan to maintain or increase mobile advertising over the next year. Even established retailer Wal-Mart has developed a mobile app. Beautylish clearly plans to be one of the early beneficiaries of the consumer migration to m‑commerce.
Step one: user engagement
There’s little doubt about it, more and more consumers are turning to their smartphones for general shopping and they’re also using them as in-store shopping guides. Johnson is canny enough to have seen the trends emerging — beauty products are seeing especially strong growth on mobile. He’s playing the long game too, by beginning with content only, which he sees as a “better daily hook” to attract potential loyal customers of the future than just e‑commerce. User engagement, he believes, is the first step to paying customer engagement
The app lets users review tips from community members, watch demonstration videos and scan through product reviews. Beautylish has built a strong online community of makeup aficionados since its launch two years ago, with around a million unique visitors coming to the site every month. If that translates to mobile too, this start-up is looking at stratospheric success.