VIDI'S

 "Who says you're not pretty? Who says you're not beautiful? Who says?"

    This song by Selena Gomes can be affirmation words for some people who are insecure with themselves. Rick Fried, one of the few U.S. clinicians specializing in psychodermatology, says that having a skin problem can prompt intense distress. Looking good may be a necessity for people who work in fields that require them to meet people. Therefore, we cannot deny that appearance is important for some people but acne, blackheads and other skin problems follow us, adults. This issue might be bad news for someone, on the other hand, some of the business man out there think that this is an opportunity.

    The term of enhancing the appearance and skin integrity becomes popular these days. Having a bright skin and a healthy skin becomes necessity. Thence, the Indonesia skin care products market size was valued at $9,758 million in 2019, and is expected to garner $14,716 million by 2027. In the beauty scene, a beauty e-commerce emerged named Sociolla. Sociolla is a cosmetic shop that provides a variety of quality and original beauty products since 2015. Sociolla knows how important it is to put customer first. So there are many strategies based on customer needs which we can learn for business revival 2022.

    Bruno Zysman, founder and CEO of GoToMalls, said that around 20% of consumers conduct online research before buying a product at offline retail, while another 30% see and try products in offline stores and buy them through online channels. Sociolla realized that customers want to try or at least know the reviews in buying beauty products. Therefore, Sociolla opened its first offline store in 2019 and now Sociolla has 29 offline stores spread throughout Indonesia. In addition, Sociolla also provides the SOCO feature in its offline store, with the scan feature on SOCO, visitors can scan the barcode on every product available in the store, to find out reviews about the product. Besides SOCO's scan feature, there are also many unique features such as Beauty Bar, Skin Shelf, Beauty ATM, Soco Stasiun, Wall of Mask and Event Area which these things are Sociolla's efforts in providing the best experience for visitors when shopping.

    Sociolla branded their customer service as Beauty Assistant. The name makes a friendly impression, so that consumers who experience difficult things can ask the Beauty Assistant who is ready to help. In addition, Sociolla also implements Customer Self Service where this experience lets customers search for answers to their questions without having to reach out to a physical person. There are two self service concept that Sociolla has : 1.) SOCO Review, Customers help customers. This feature allows customer to give their honest review after buying product and customer will get Soco Points. 2.) Beauty Journal, Collaborating with Beauty Journal to provide a customer experience to be able to read journal related to tips and other information related to beauty is one of the features that makes customers don’t need to switch to other applications but they can do so in one application, SOCO. Through this pleasant experience, consumers become loyal to Sociolla. So that consumers will buy or repurchase continuously and are willing to recommend Sociolla to others, as well as a willingness to pay more.

    Not only establishing good relationships with its customers, Sociolla also seeks to establish good relationships with its partners and beauty brands by holding the Sociolla Awards, which began to be held in 2019. The existence of this Sociolla Award can also gather consumer insights that can be used to improve beauty products' quality and service in the future.

"Through the Sociolla Award 2020, we want to appreciate the beauty brand that has partnered with Sociolla in providing beauty enthusiasts access to quality and curated beauty products," said Co-Founder and Chief Marketing Officer of Social Bella Indonesia, Chrisanti Indiana.

In conclusion, understanding customers, cultivating customers' trust in your business and engaging relevant stakeholders to grow together are three things that could enhance a great customer experience so that your customers can remember your brand.

References:

https://www.alliedmarketresearch.com/indonesia-skin-care-products-market-A06724

https://www.apa.org/monitor/2015/02/cover-skin

https://www.calibreworks.com/sst-ternyata-ini-yang-sociolla-lakukan-hingga-bisa-sesukses-sekarang/

https://www.jurnas.com/artikel/57708/Customer-Experience-jadi-Nilai-Lebih-Toko-Offline/

https://www.sociolla.com/store

https://weheartit.com/entry/272876368

https://glitzmedia.co/post/beauty/skincare/produk-kecantikan-paling-diminati-tahun-2020