Online retailer Very has unveiled a new Beauty Inspiration Hub, a collection of educational and aspirational blog-style content to inspire and transform how people shop the category.
The new launch follows the introduction of Very’s Beauty Studio earlier this year, which overhauled how customers navigated the retailer’s Beauty range. By allowing customers to shop by trend, ingredient, and brand, Very claims it has changed the way it talks about beauty, bringing a new level of ease to the shopping experience.
The hub has been developed with Very’s new cloud-based system, Skyscape. It is said to be the biggest tech transformation the online retailer has taken on, involving the complete re-platforming of all the technology which powers the customer experience. Set to be completed this summer, the Beauty Inspiration Hub is the latest element to be launched.
Through blog-style content, expert tips and trend spotlighting, Very is aiming to help shoppers make more informed purchases, bringing more of the instore experience to the digital world.
Over the last two years, Very has focused on expanding and diversifying its beauty category to offer a greater range of brands and products at competitive price points. The strategy has led to the online retailer seeing a 6.3% growth across the category year-on-year in the first half of its current financial year. Very also pointed to data showing its beauty offering is becoming more recognised among consumers, with brand consideration across beauty having increased by almost a fifth in the last quarter when compared to the prior year.
“We know our customers are busy and are looking for quick and easy ways to find the perfect products for them. Our innovative new beauty hub housed on Skyscape will allow us to give them inspirational and educational content in a convenient and easy way. This means customers can shop with greater confidence and more readily find the products they love,” said Sam Wright, chief commercial & strategy officer at The Very Group.
“The vast majority of our customers who buy from our beauty ranges also buy from other categories. However, even though brand consideration for our beauty category is up, just one in seven fashion customers shop Very’s beauty ranges. We hope that the launch of the inspiration hub will educate our fashion-first customers on the wonderful beauty ranges we have available.”
