The Importance of High Performance & Communicating Product USP

By: Karen Wells, Brand Director, Kamal Osman Jamjoom | Monday, 3 June 2024

Karen's tenure of 25 years in the Beauty Industry, with 7 years in Dubai, exhibits leadership defined by influence and customer-centricity, supported by robust commercial and strategic acumen. Her comprehensive experience across retail, buying, merchandising, marketing, product development, and manufacturing underscores her lifelong commitment to the field.

In a recent conversation with The Global Woman Leader Magazine, Karen discussed the challenges of communicating product USPs to diverse customer bases across regions. She explored how AI and machine learning extract insights from complex data, aiding personalized customer experiences across various touch points.

With increasing globalization, what are the unique challenges organizations face in identifying and communicating their product USP to diverse customer bases across different regions and cultures?

You focus on your heros, and you don’t dilute their strength. They are the essence or the bread and butter of the business. You never lose site of the best sellers, and their ability to secure a new customer and drive a repeat purchase, and ultimately loyalty to the brand.

It’s about knowing your customer and what they respond to, using data and a 360 loyalty program as well as working with partners to understand their strengths and what drives their consumers.

USPs should be clearly communicated on every platform, be it B&M (Bricks and Mortar), ecomm, social. Etc. The global consumer has such a diverse way of consuming content, the USPs and core brand ethos needs to be translated according to the specific platform.

How can emerge technologies such as AI and machine learning be used to unlock valuable insights from large and complex data sets, enabling organizations to gain a deeper understanding of their customers and enhance their product performance?

Needing less time to analyse, draw insights and build strategies based on the detailed data. Allows retailers to be quicker to market/ react quicker to key trends or opportunities within their field.

It paves the way for a personalized beauty experience – from in store tailored diagnostics and expert beauty recommendations. For example, it allows for in depth/ online recommendations or beauty try on or how to’specifc to a product. It gives an online immersive experience.

Further to this, the localization of content created is seamless, as relevancy can be manipulated instantaneously for the specific market or need. (example: language/ beauty advisor profile/ tone of voice)

What are the ethical implications of collecting and using customer data, and how can organizations balance the need for data-driven insights with customer privacy and data protection concerns?

Retailers need to work within the Laws of data protection, and need to continue to work within those parameters. Brands need to be respectful of customer data, and ensure that they are collecting the data with a transparent view on what they will be using the data for – ultimately the end goal would be to create a more relevant product or experience for their customer.

With the rise of e-commerce and online sales, what are some effective strategies organizations can use to build customer trust and communicate their USP in a virtual setting?

Offering a quicker, more relevant online journey. Allowing customer access to the content or product that they are interested in. Brands need to ensure a consistent approach to how the USPs are projected across all platforms, so that this almost become synonymous with the customer and how they digest the information.

How can predictive analytics be used to anticipate market trends and customer needs, and what are the potential risks and limitations of relying on these predictions?

Within the beauty industry and working within the GCC, this is an unpredictable market. The rate of growth and change within consumer habits is far higher than that of a mature market.

Predictive analytics, can be used to make informed decisions, and a viewpoint of a potential reaction, but brands need to use all data points, including industry data from a global standpoint. All data needs to be considered, but decisions and strategies need to be tailored based on common sense, knowing your customer and knowing your market.

How can organizations effectively leverage data to create personalized customer experiences across multiple touchpoints, from web and mobile applications to physical stores and customer service channels?

It allows a seamless approach across all platforms, in terms of content delivered, products viewed as well as time stamped journey. For example, a customer profile would no longer just be past transactions, it would include social activity, online search history, previous purchase, AND potential purchases. Predicting their next move, and tailoring the offering on their platform of choice.