Purplle swaps deliveries for media content
As only essential deliveries are allowed during lockdown, multi-brand beauty retailer Purplle has put deliveries on hold and turned to multimedia content to keep its customers engaged.
Purplle has launched a 21-day makeover challenge to maintain a link with its customers and promote products during the lockdown. The ‘21 days of a self care habit’ offers daily beauty and lifestyle tips with videos and infographics featuring Purplle products and brand ambassadors.
By offering tutorials for at-home remedies and beauty treatments using ingredients from the kitchen, Purplle plans to keep site traffic up at a time when many middle-class millennials have time on their hands to consume media. The business has also launched live beauty tutorials where those that tune in can ask the brand’s makeup artists for advice and take part in challenges.
Purplle is still accepting orders on its e-commerce site, although it cannot currently deliver.
“We will still be accepting new orders but the delivery will be delayed as we will dispatch them only after the lockdown period is over,” announced Purplle on its website.
“This delay is to ensure we help you and our employees maintain social distance.”
E-commerce sales across the board will be significantly hit by the lockdown to contain the spread of coronavirus.
Consumer spending on non-essentials is expected to remain low even after the lockdown is lifted, Satish Meena, senior forecast analyst at Forrester, told TNN.
During a slowdown, brand loyalty will play an even greater role in sales and retailers are working to build a customer community during the lockdown to help business to bounce back afterwards.
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