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Birchbox's new web design 'driving commercial benefits'

The newly designed Birchbox website is making the shopping process more personal and has led to a 21% increase in shop revenue per session and a 20% hike in shop revenues per customer, according to the beauty subscription box company.

The site overhaul, which Essential Retail reported on earlier this year, is part of the US-based business’s wider plans to expand in the UK, and it was accompanied by the appointment of a new managing director in Sally Scott.

Unlike other beauty retailers, Birchbox’s target audience is not the product-obsessed consumer who understands all the nuances of the market – this online beauty retailer focuses on what it describes as “the casual beauty consumer”.

To attract individuals who are interested in beauty as a functional product rather than a passion, “who may find the world of beauty intimidating and confusing", Birchbox has created a storytelling website which heavily features information about product benefits and beauty routines. It is image-heavy and effectively offers a 'guide to beauty'.

Sally Scott commented: “At Birchbox, we are committed to reaching an under-served customer who has previously found beauty overwhelming and difficult to access.

“Our goal with this redesign was to create a cohesive brand experience for our customers, both visually and conceptually. To date we’re thrilled to have seen incredible results across revenue, conversion metrics and engagement from the re-design, which demonstrates that the site has hit our goal of serving the casual beauty consumer.”

Birchbox hosted a VIP breakfast event in London on Thursday 8 November to explain the various features of the new website, and to describe the business’s plans for growth in the UK.

Product manager, Ankita D’Mello, was on hand to explain the technical and strategic goals of the new site. Essential Retail was in attendance and will be reporting on the event in more detail in due course.

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