{"id":722,"date":"2017-09-20T12:49:59","date_gmt":"2017-09-20T09:49:59","guid":{"rendered":"https:\/\/rees46.com\/blog-en\/?p=722"},"modified":"2017-09-22T18:45:15","modified_gmt":"2017-09-22T15:45:15","slug":"krasotkapro-success-story-beauty-in-personalization","status":"publish","type":"post","link":"https:\/\/rees46.com\/blog-en\/2017\/09\/20\/krasotkapro-success-story-beauty-in-personalization\/","title":{"rendered":"KrasotkaPro Success Story: Beauty in Personalization"},"content":{"rendered":"<h2><img loading=\"lazy\" class=\"aligncenter size-large wp-image-728\" src=\"https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/cover_krasotkapro-1024x625.png\" alt=\"\" width=\"840\" height=\"513\" srcset=\"https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/cover_krasotkapro-1024x625.png 1024w, https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/cover_krasotkapro-300x183.png 300w, https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/cover_krasotkapro-768x468.png 768w, https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/cover_krasotkapro.png 1200w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/h2>\n<h2><span style=\"font-weight: 400;\">The Background <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With 15,000 brand name products from over 100 leading beauty brands, KrasotkaPro has grown into one of the largest online beauty retailers in Russia in just 5 years. \u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-large wp-image-723\" src=\"https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/title_krasotkapro-1024x779.png\" alt=\"\" width=\"840\" height=\"639\" srcset=\"https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/title_krasotkapro-1024x779.png 1024w, https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/title_krasotkapro-300x228.png 300w, https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/title_krasotkapro-768x584.png 768w, https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/title_krasotkapro.png 1200w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Early on, the founders identified several differentiating factors that would allow the store to stand out in the saturated cosmetics retail market. \u00a0By skipping the middleman and the markups, and by having a direct relationship with factories and suppliers, the store became a one-stop-shop for all beauty needs at affordable prices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On a mission to demystify the beauty routine, KrasotkaPro provides \u201cget the look\u201d makeup tutorials, tips from professionals, and product recommendations, giving the modern woman the tools to be her own make-up artist and beauty expert. \u00a0Their YouTube channel has 54000 followers and over 10 million views.<\/p>\n<p><\/span><!--more--><\/p>\n<h2><span style=\"font-weight: 400;\">The Challenge <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">KrasotkaPro\u2019s customers are both amateurs, who do their own at-home DIY routine, and professionals, who work in the industry or own beauty businesses. The professional segment is further divided into 3 main categories: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Nail Pros.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Hair Pros.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Salon and Spa Pros.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As a top e-commerce business, KrasotkaPro needs to leverage marketing solutions like product recommendations that can increase conversions as well as the average value per order. \u00a0The recommendations have to take into consideration the specific characteristics of each group of customers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it may be obvious that a spa pro customer shouldn\u2019t get a recommendation to buy a gel color nail polish, or hair strengthening shampoo, traditional applications of machine learning applied to product recommendations are powered by collaborative filtering and may do just that. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There is also a behavior model to consider. \u00a0Many customers fall into a pattern of buying their go-to products, the ones that they\u2019ve tried and tested and know work. \u00a0They rarely stray away from their usual preferences. Marketers at KrasotkaPro realize that recommendations have the power to expose these customers to new products at different, perhaps higher price points, and to change their behavior. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Solution<\/span><\/h2>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-729\" src=\"https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/1504869346166.png\" alt=\"\" width=\"758\" height=\"491\" srcset=\"https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/1504869346166.png 758w, https:\/\/rees46.com\/blog-en\/wp-content\/uploads\/2017\/09\/1504869346166-300x194.png 300w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 984px) 61vw, (max-width: 1362px) 45vw, 600px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">KrasotkaPro started using the REES46 personalized product recommendations designed for the Cosmetics segment, to maximize the AOV (Average Order Value) as well as stimulate additional purchases. \u00a0The personalized product recommendations have been placed on the product page, following the product description with possible headlines:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You may also like<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">People Who Bought This Also Bought<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The A\/B testing results have concluded that since implementation, the average value per order increased by 10% due to additional products being added to the order as well as sales of higher priced product equivalents. \u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Results <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The ability to personalize product recommendation by targeting specific customer segments completely changed the game for KrasotkaPro. \u00a0Their AOV went up by 10%. \u00a0They noted an uptick in incremental value, greater interest in higher priced categories, and increased overall sales. \u00a0\u00a0\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cThe REES46 Progressive Personalization Engine helped us precisely target each segment down to specific interests of individual customers, starting from their very first moment on the site. The instant boost in the AOV painted a pretty clear picture for us. \u00a0Now we have a better understanding of who our customers are. We understand their implicit preferences which allows us to properly segment them, and we are able to use this knowledge to further personalize suggestions and serve our customers. We\u2019ve increased the quality of our email communications, and increased our sales and revenue.\u201d \u00a0<\/span><\/p><\/blockquote>\n<p><strong>Alexander Kornilov<br \/>\n<\/strong><em>E-Commerce Lead at KrasotkaPro.ru<\/em><\/p>\n<p>&nbsp;<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>The Background With 15,000 brand name products from over 100 leading beauty brands, KrasotkaPro has grown into one of the largest online beauty retailers in Russia in just 5 years. \u00a0 Early on, the founders identified several differentiating factors that would allow the store to stand out in the saturated cosmetics retail market. \u00a0By skipping &hellip; <a href=\"https:\/\/rees46.com\/blog-en\/2017\/09\/20\/krasotkapro-success-story-beauty-in-personalization\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;KrasotkaPro Success Story: Beauty in Personalization&#8221;<\/span><\/a><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[2,3],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v14.6.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>KrasotkaPro Success Story: Beauty in Personalization<\/title>\n<meta name=\"description\" content=\"Read article about KrasotkaPro Success Story: Beauty in Personalization by REES46.\" \/>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<meta name=\"googlebot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta name=\"bingbot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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