Estee Lauder cosmetic company has recently altered its selling to be more consumer- friendly by making its products more easily accessible in department stores as well as showing more overall customer concern.
The company originally lost sales as a result of inconvenience in stores. Customers could not easily browse products, price tags were somewhat hidden, so the buying process was tedious. In consequence, department stores’ profits, which account for a third of the beauty industry’s profit, dropped by 9% in the past year in comparison to the mere 1% overall industry decline.
Estee Lauder has incorporated a new counter design, placing its products out in the open for browsing. The chain Macy’s agrees with this change saying consumers like to “browse independently,” so the company has evidently become more costumer-friendly. This move along with the addition of new stores and television ads has increased consumer demand. In particular, Estee Lauder has given away around 400,000 free samples of Advanced Night Repair eye treatment. This is not all. The company follows up on each consumer’s opinion of the product ten days after receiving it to show more consumer consideration, a key aspect to making a customer love a product.
In reflection, consumer awareness is crucial. The fact that sales doubled during the week of this free product give-away reveals that consumers appreciate that companies keep their interests in mind.
I believe that Estee Launder’s new counter design is a great way to become more consumer friendly. Consumers love testers and like being able to envision themselves with the product. When products are put away in glass cases or are out of reach, people can immediately be turned off to the product. However, there is the issue that giving out many free samples may result in significant costs. Free products are a great way to advertise but they won’t necessarily have the opportunity to influence as many people as other marketing strategies.
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