Beauty retailer Green People undergoes digital transformation

By

Barbara Santamaria

Published
Jun 25, 2018

Natural and organic beauty brand Green People has been working hard to adapt its experience to the digital revolution, with new developments including a revamped website, new market launches and a personalised shopping programme.

The UK company is working with e-commerce agency Gene to implement a personalised shopping experience with membership features, where different elements will be introduced across the shopping journey to boost repeat orders.

The programme will offer customer incentives in return for engaging with content, and there will be customer account areas connected with Google Home and Amazon’s Alexa, allowing customers to check the status of orders and request repeat purchases.

“We’re looking to create a bespoke and useful service for our customers to ensure they’re getting the most from the website,” said Stephanie Matson, marketing manager at Green People.

“We’ll provide them with timely information and products that are pertinent to their own experiences, skin and hair type. There isn’t a typical Green People customer, and preferences change over time – people use our products from birth and throughout their lives. We’re drilling down to that level of detail.”

The retailer has been working on improving its online operations over the last 24 months, and overhauled its website to introduce new innovative features such as Apple Pay. Meanwhile, the site also launched in the US, Sweden, France, Germany and Spain.

The upgrades have helped the brand increase revenue by 30%.

Green People is well positioned to capitalise on the growth of the organic body care industry in the UK, which has recently seen its sixth year of growth.

The brand produces natural and organic products including make-up, skincare and haircare.