|Why Education Is The Best Marketing
There are a variety of options when it comes to marketing tactics, but one of the best investments isn’t in social media, billboards, or websites, but instead in education. Many companies take advantage of education to teach customers about their products and to keep customers coming back for more with great success.
Consider the example of education at Sephora. When a customer comes in to get her makeup done, Sephora associates use a program called Color IQ, developed by Pantone, to zap various parts of her face to match her palette. That information can be used to show a customer the makeup shades, colors, and products that will work best with her natural skin tone and coloring. Sephora also uses augmented reality in many of its stores that allows customers to test various products, like lipstick colors or blush shades, without even trying them on. Sephora also offers the program for customers to test makeup shades from the comfort of their own homes. Any makeup customer knows how frustrating it is when you spend lots of money on a product only to come home and realize the color isn’t flattering or doesn’t match like you want it to. Sephora mixes technology with trained sales associates to teach customers the right makeup shades from the beginning, leading to happier and more satisfied customers who don’t have to come back as frequently with makeup color regret.
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This article originally appeared on Forbes.com. You'll find a link to the original after the post.
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