Case Study, Tech Curators
Submitted by: Om Arora
Problems identified:
1. Unutilized workforce of beauty consultants
2. Lack of customers coming to the offline stores
3. Lack of virtual infrastructure and technological know-how
4. Getting consumers to know and use the newly established virtual channels
Strategy
Challenge 1: Unused workforce of beauty consultants
Solution: Better Distribution base of profile mapping of the consumers
By Pareto optimality, we know that 80% OF THE CONSUMER WILL LEAD TO 20% OF THE
REVENUE TO THE COMPANY, AND 20% OF THE CONSUMERS WILL LEAD TO 80% OF THE
COMPANY REVENUE. Hence we’ll divide the consumer base into different worth categories as
below based on the CONSUMER PROFILE MAPPING of the consumers done using previous data
and buying patterns of the individuals.
Total Consumer Base
(Current+Potential)
100%
B. Low worth
consumers (using A. High Worth
profile mapping) Consumers
20%
80%
B1. Old Consumers
B2. First time A1. Shopping A2.Ultra High Wort
With low or negligible
consumers Enthusuiast Shoppers
order value
30% 18% 2%
50%
Here we’ll treat these 4 different end-tier categories separately to give them the best according
to what value they create or can create for the firm.
Below are the different offerings to different people based on their purchasing patterns
Category B1: Old Consumers Category A1. Shopping Category A2.Ultra High Wort
With low or negligible order Category B2: First time Enthusuiast Shoppers
value consumers
Using AI Model Online virtual Session, with For this category, we should
Using AI model, to help the Beauty Consultants retain some of the best
cosumer visualize the cometic In Addition to this an online
session should also be A Demo KIt to be deliverd to beauty consultants in offline
products at their ease. the homes so that they can setting only. (Because for this
Using product simmilar to provided to these new
consumers without any submerged into a relatively ctegory, the cosmetic
Orbo AI's Beauty GPT can high touch experience, and shopping for is not even a
help this process. previos data available for
profile mapping, as the new get to know the product in a luxury but a leisure.)
consumer can be a high better way.
worth consumer as well
This Demo KIt can include
strips having perfume extract
small pouched portion of
foundations, creams, make-
up setter etc.
Challenge 2: Lack of people coming to the offline stores
Solution: Aspirational Brand Positioning for a Cosmetics Company
Elevated Everywoman
Focus on relatable models: Use diverse models who represent a range of ethnicities,
ages, and beauty standards. Confident and successful women as models will create an
aspirational aspect.
Empowerment through Beauty: Highlight how our products enhance natural beauty
and empower women to express themselves. Focus on the confidence boost that comes
from using your products, not just the transformation.
Create a Sense of Exclusivity:
Limited Edition Collections: Offer limited-edition collaborations with influencers,
designers, or artists.
Curated Product Lines: Develop curated product lines based on specific skin types,
concerns, or trends. This caters to individual needs and makes customers feel like
they're getting something special
.
Focus on Social Community:
User-Generated Content (UGC): Encourage customers to share their experiences with
your products on social media. Feature them on your channels to showcase real women
using and loving your brand.
Customer Loyalty Programs: Reward loyal customers with exclusive discounts, early
access to new products, or special events. This fosters a sense of community and
exclusivity.
Storytelling and Inspiration: Develop a brand story that connects with your target
audience. Showcase how your products empower women to achieve their goals and
express themselves authentically.
Challenge 3: lack of virtual infrastructure and know-how
Solution: Empowering Beauty Consultants for Virtual Sales:
Training and Support:
Develop bite-sized online training modules: Break down complex tech processes into
short, easily digestible video tutorials or modules that consultants can access at their
own pace.
Offer live or recorded webinars: Conduct interactive training sessions where
consultants can ask questions and practice virtual selling techniques.
Provide ongoing technical support: Establish a dedicated support system where
consultants can easily get help with technical issues, troubleshooting, or software
navigation.
Peer-to-peer learning: Encourage knowledge sharing among consultants. Create a
platform for them to share best practices, tips, and experiences with virtual
consultations.
Technology Adoption:
Invest in user-friendly video conferencing tools.
Provide basic equipment like webcams, microphones, and good lighting setup
Content and Sales Techniques:
Develop virtual consultation scripts
Create virtual and physical product demos (as mentioned in solution 1)
Also to increase efficacy and occupancy, these beauty consultants can operate in international markets as well as
there are no geographical restrictions anymore.
Challenge 4: Getting consumers to know and use new virtual channels
Solution: Leveraging Influencer Marketing to Drive Online Growth
The company's current business model relies on approaching high-end cosmetics companies
and placing beauty consultants within their retail stores. I propose a strategic shift towards
influencer Collaboration. By partnering with influential beauty personalities online, we can
leverage their established audience and online presence to achieve our goals.
Benefits of Influencer Collaboration:
Enhanced Trust and Credibility
Targeted Audience Reach
Engaging Content Creation
Cost-Effectiveness
Implementation Plan
1. Influencer Identification and Selection: We will identify beauty influencers with a strong
online presence, high engagement rates, and a target audience that aligns with the
partnering cosmetics brand.
2. Collaboration Strategy: We will develop a collaboration strategy with each influencer,
with them making their brand online and diverting people online our platform with
highly skilled Beauty Consultants with technological know-how
3. Content Creation and Promotion: Beauty consultants will work with selected
influencers to create engaging content showcasing their expertise and highlighting the
partnering cosmetics' products.
4. Performance Measurement: We will track key metrics such as website traffic,
engagement rates, and reach to analyze the effectiveness of the campaign and optimize
future collaborations.
The Prajakta Kohli Company
Consumers
Example of Influencer Collaborations
Note: Replacing the high-edge luxury cosmetic
Beauty Consultants brands with Influencers to capitalize upon their
audience as well as the acceptability of these
(& AI Models)
potential consumers towards online means of
business from the influencers
