A few months ago I began to subscribe to ipsy, a beauty product subscription company. Each month I get a cosmetic bag, also known as a “Glam Bag” from ipsy with five items curated based on my personal preferences.
The products in the “Glam Bag” are from various cosmetic companies, some well-known, some not so much. The idea is to introduce subscribers to products they might not have been aware of. I didn’t realize how much I would love it and look forward to it each month.
Ipsy is part of a growing list of subscription-based merchants, which also includes well-known brands like Birchbox, Dollar Shave Club, Jackthreads, Stitch Fix, Blue Apron, MakersKit and Trunk Club, to name a few.
Are you thinking about using a subscription-based approach to drive sales and increase customer loyalty? Here are some key points to consider:
Give Your Customers What They Ask For
A new cosmetic bag filled with brand named products for me to discover is awesome. Retailers, if you offer a subscription service, it is so important to let customers pick what is best suited for them. Whether you’re selling cosmetics, apparel or something nice for the home, have customers provide their preferences when they sign up. They’ll be happy to get that package knowing you paid attention to what’s important to them.
Packaging is Everything
Packaging gets me giddy. Each month, my cosmetic bag arrives in a magenta polybag. And while it isn’t much, you know it’s from ipsy. This is important in creating a “wow” factor for your brand. Get your customers excited about what is coming to the home. Set yourself apart from your competitors, celebrate your brand on the packaging – inside and out – and get creative. I can’t tell you how many times ipsy sends me emails or promotes their packaging on social media with the anticipated arrival of the glam bag. 
Use Email Marketing to Its Full Potential
Ipsy also teases about 10-15 possible products that may arrive in an email right before delivery, creating a sense of anticipation and excitement before it comes. This is a great way to build customer excitement and loyalty. Find other creative uses for email, such as contests, to keep the conversation going until the next package arrives. Feedback is key, so provide incentives for customers to rate and review your products.
Don’t Forget About Social Media
Each month, ipsy offers sneak peeks of “what’s in the bag” each month on social media. Again, this keeps the conversation active between subscriber and brand. It also uses its social channels to post how-to videos and the latest trends in cosmetics.
Encourage social sharing. I shared two Glam Bags I received on Instagram, and it spurred conversations with my friends and followers while also introducing people to the brand. Always be thinking about new ways to build awareness, spark dialog and activate new brand ambassadors – like me!
Daniela Forte is Multichannel Merchant’s Associate Editor.