The retention strategies of NARS could involve several aspects:
Product Quality and Innovation:
• Continuously maintain high product quality. Ensure that the formulations of cosmetics are of superior standard, with good pigmentation, long-lasting wear, and skin-friendly ingredients. For example, NARS' blushes are known for their rich colors and smooth texture that stay on the skin throughout the day without fading or causing irritation.
• Keep innovating new products. Stay ahead of the market trends and introduce unique items that capture the attention of consumers. This could include new color palettes, special finishes, or multi-functional products. For instance, launching a new line of hybrid lip products that combine the benefits of lipstick and lip gloss.
Customer Experience:
• Provide excellent customer service. Train staff in stores and online to be knowledgeable about the products and able to assist customers with their queries and concerns. Offer personalized makeup advice and demonstrations to enhance the shopping experience.
• Create a seamless online shopping experience. Ensure the website is user-friendly, with clear product descriptions, high-quality images, and easy navigation. Offer fast shipping, hassle-free returns, and good after-sales service.
• Host events and workshops. Organize makeup masterclasses, product launches, and exclusive events for loyal customers. This not only builds a community but also gives customers an opportunity to interact with the brand and learn new makeup skills.
Brand Image and Marketing:
• Strengthen the brand image. NARS is known for its edgy and sophisticated look. Keep promoting this image through advertising campaigns, social media, and collaborations with influencers. Use high-quality visuals and storytelling to connect with consumers on an emotional level.
• Reward loyalty. Implement a loyalty program that offers points, discounts, and exclusive perks to repeat customers. This encourages customers to keep coming back and builds brand loyalty.
• Engage with customers on social media. Respond to comments and messages promptly, run contests and giveaways, and share user-generated content. This creates a sense of community and makes customers feel involved with the brand.