Very Unveils New Beauty Hub as Part of Major Cloud-Based Transformation

Table of Contents

1. Key Highlights
2. Introduction
3. The Technical Backbone: Skyscape System
4. The Beauty Hub: Features and Objectives
5. Historical Context of Beauty Retail
6. Implications for the Retail Market
7. The Broader Impact of Cloud Technology in Retail
8. Conclusion
9. FAQ

Key Highlights

• Very, an online retailer under The Very Group, has launched its Beauty Inspiration Hub, which features educational and aspirational content for customers.
• The launch follows the implementation of the Skyscape cloud-based system, marking a significant technological transformation for the company.
• The Beauty Hub aims to enhance customer engagement and facilitate informed purchasing decisions within the beauty category, alongside an existing Beauty Studio.

Introduction

In a retail landscape increasingly defined by digital experiences, Very—a prominent online retailer operated by The Very Group—has taken a significant leap forward with the launch of its Beauty Inspiration Hub. This initiative is not just a new look for the retailer’s beauty segment; it signifies a major technological overhaul powered by the innovative Skyscape cloud-based system. The goal? To deliver compelling content that educates and empowers consumers during their shopping journeys, in a way that brings the in-store experience online.

The Digital Beauty Revolution

With e-commerce projected to command a larger share of the retail market, brands are investing heavily in tools that enhance customer experience. Beauty, in particular, is an area ripe for growth, with consumers increasingly seeking both education and inspiration in their purchasing decisions. Very’s new hub features blog-style content, expert tips, and trend spotlights that aim to demystify beauty products and bolster consumer confidence.

But what makes this hub particularly exciting is its foundation—a comprehensive re-platforming of the technology that enables customer interaction.

The Technical Backbone: Skyscape System

The underpinning of Very’s ambitious plans lies in its deployment of the Skyscape system, which represents the largest technical transformation in the company’s history. Skyscape is not a straightforward upgrade; it encompasses the total reengineering of the technology supporting the customer experience across the board.

What is Skyscape?

Skyscape is a cloud-based infrastructure designed to streamline operations, improve content management, and enhance user experiences. The system aids in delivering responsive and interactive components that cater not only to beauty but also to various product categories. For instance, it utilizes the Amplience content management system, enabling the creation of rich media content to engage customers meaningfully.

In addition to the Beauty Hub, the replatforming has led to a range of operational improvements across Very’s entire digital retail ecosystem.

The Beauty Hub: Features and Objectives

The Beauty Inspiration Hub is designed to provide an engaging digital platform for Very’s beauty product offerings. It features:

• Educational Content: Articles, videos, and guides that educate customers about different products and beauty techniques.
• Expert Insights: Contributions from beauty experts that elevate the credibility and authority of the information provided.
• Trend Spotlights: Regular updates on the latest beauty trends, helping customers stay informed and inspired.

User-Friendly Experience

Sam Wright, Chief Commercial & Strategy Officer at The Very Group, highlighted the importance of creating a user-friendly interface. "We know our customers are busy and are looking for quick and easy ways to find the perfect products for them," he stated. The responsive design makes navigation intuitive, ensuring that customers can easily access the content they need.

Bridging the Gap: Connecting Beauty and Fashion

Perhaps one of the most compelling aspects of the Beauty Hub is its role in bridging the gap between Very’s fashion and beauty offerings. Although there has been an increase in brand consideration for beauty categories among Very's customers, research reveals that only approximately one in seven fashion shoppers explore the beauty aisle. This hub seeks to change that by educating fashion-first customers about the diverse beauty products available.

Historical Context of Beauty Retail

The beauty retail landscape has undergone a seismic shift over recent years, propelled by digital transformation and evolving consumer behaviors. Historically, beauty shopping was primarily an in-store experience influenced by physical displays and the tactile engagement of products. Today, however, the emphasis has shifted towards online exploration and purchasing, with consumers placing greater value on information accessibility.

The Rise of E-commerce in Beauty

The e-commerce beauty market has been booming, driven by the increasing prevalence of social media platforms that facilitate product discovery. Influencer marketing, user-generated content, and interactive live-stream shopping have become essential components of the modern beauty retail strategy. The introduction of beauty hubs like that of Very aligns with this shift, tapping into the growing trend of consumers seeking personalized, online beauty advice.

Implications for the Retail Market

The launch of Very's Beauty Hub represents a significant stride towards a more integrated beauty shopping experience. It highlights the growing importance of content in e-commerce—showcasing how a well-designed content strategy can boost customer engagement and sales potential.

Future Developments

With the Beauty Hub poised for continuous evolution, its future iterations may include features such as:

• Customer Reviews and Community Engagement: Giving users a platform to share their experiences and recommendations.
• Interactive Tutorials and Live Demonstrations: Enhancing the educational aspect of the hub with live events involving beauty influencers or experts.
• Personalization Features: Personalized content tailored to individual user preferences based on previous interactions.

This focus on ongoing improvement will not only better serve customers but also keep Very competitive within the ever-evolving retail space.

The Broader Impact of Cloud Technology in Retail

Very's implementation of Skyscape not only supports its beauty initiatives but reflects a broader trend of digital transformation within the retail industry. Cloud technology has made it possible for retailers to increase agility, enhance scalability, and foster innovation.

Benefits of Cloud-Based Retail Solutions

• Enhanced Collaboration: Cloud systems facilitate better collaboration between departments, allowing for seamless updates and innovations across teams.
• Scalability: Retailers can quickly scale their operations to match demand fluctuations without investing in physical infrastructure.
• Data-Driven Insights: The integration of data analytics tools enables retailers to gain insights into customer behavior and preferences, allowing for targeted marketing strategies.

Conclusion

As Very embarks on this journey with its new Beauty Inspiration Hub, it stands at the forefront of an ongoing revolution in the retail sector. The move towards a tech-enhanced shopping experience aligns with consumer demands for convenience, information, and inspiration. With the Skyscape system underpinning this initiative, the outlook for Very’s beauty category is optimistic.

Through strategic investments in both technology and content, Very is positioning itself not just as a retailer but as a sophisticated digital platform that understands and caters to the multidimensional needs of modern shoppers.

FAQ

What is the Beauty Inspiration Hub?

The Beauty Inspiration Hub is an online platform launched by Very, offering educational and inspirational content about beauty products to enhance consumer knowledge and confidence when purchasing.

How does the Skyscape system benefit Very?

The Skyscape system provides a comprehensive re-platforming of Very’s technology, improving site performance, content management, and overall customer experience, allowing for more engaging interactions.

What types of content will be available on the Beauty Hub?

The hub will feature blog-style articles, expert tips, product trend highlights, and guides designed to inform and inspire shoppers in their beauty product decisions.

Why is content important in online beauty retail?

Content plays a critical role in educating consumers, boosting engagement, and facilitating informed purchasing decisions, especially in a market where understanding products can significantly influence buying behavior.

How does Very aim to connect its beauty and fashion offerings?

With a significant portion of Very’s customer base also purchasing from fashion categories, the Beauty Inspiration Hub seeks to raise awareness of the beauty range, thereby closing the gap between fashion and beauty shopping experiences.

Through continued innovation and a commitment to enhancing customer experiences, Very is poised to thrive in the competitive beauty retail landscape.