Australian beauty brand, ModelCo, will celebrate the first birthday of its strategically relaunched e-commerce platform this month, as it continues to shifts its focus to the mass beauty market.
“Our customers weren’t responding to exclusivity anymore,” says ModelCo CEO and founder, Shelley Barrett.
“Modelcocosmetics.com was born out of listening to our customers and the way in which they wanted to shop. That meant making our products more accessible than ever before. Whether that was during their weekly supermarket shop, or from the comfort of their own home, at any time of the day.”
“What makes Modelcocosmetics.com different is that we created a site that not only educates and entices our customers, but engages with them on a community level.”
In the last 12 months, ModelCo has experienced more than 190 per cent growth in site visits and 215 per cent growth in unique visits.
The number of transactions has more than doubled and the quantity of products in the shopping cart has increased more than 130 per cent.
Last year the beauty brand also launched a boutique capsule collection in Woolworths, taking its retail presence to more than 1000 stores throughout Australia.
“In the past year, we have generated more than a quarter of a million dollars in online sales, proving that high quality editorial alongside commerce has been an effective way to build our brand,” said Barrett.
Visitors to Modelcocosmetics.com are mostly information seekers – those researching products and the brand before going in store to buy, or online enthusiasts – those who shop both for replenishment or to try new trends, explains ModelCo’s digital marketing manager, Kelly Barriball.
“Our customer base is 70/30 split with new and returning visitors,” Barriball said.
“Those who come back time and time again know exactly what they’re after. But the new customers, who visit the site and spend time reading articles, then go on to buy our products instore. Our annual sales show that engaging in digital is not only increasing online sales, but sales in general. It’s a win-win situation.”
All content on Modelcocosmetics.com is a result of detailed analytics and delivering what ModelCo customers are interested in.
“We spend a lot of time analysing customer behaviour,” says Barriball.
“Making this a priority has seen our average cart value, time spent on site, and the number of transactions double”.
ModelCo’s social media channels and database have also grown more than 400 per cent in the past year, and the brand now boasts more than 160,000 followers collectively.
“Being successful online isn’t only about sales,” says Barriball. “It’s about creating a community of friends and customers who look to the brand for relatable beauty tips and tricks, expert advice, and inspiration, in beauty and also life in general”.
International retail expansion
ModelCo’s revamped website has also caught the attention of international retail powerhouse, Urban Outfitters, who has since begun stocking ModelCo product via its online store.
“Signing ModelCo to Urban Outfitters is a fantastic result for the brand,” says Barrett.
“It positions us alongside other global beauty leaders and also highlights a growing international customer base. ModelCo has already achieved spectacular global success with the brand now sold in 15 countries and we aim to build an even stronger international presence the next 18 months”.
