Glossier Case Study: How a DTC Brand Made the Move to Brick-and-Mortar — Retail Boss

Attention all beauty enthusiasts! Are you curious about how a direct-to-consumer (DTC) brand like Glossier successfully made the leap to brick-and-mortar stores? Look no further — this case study dives into the innovative strategies and tactics that have helped Glossier become an industry disruptor in both online and offline spaces. Whether you’re a die-hard fan of their cult-favorite products or simply interested in dissecting successful retail moves, this article will provide valuable insights on what it takes for DTC brands to thrive in today’s ever-evolving market.

So grab your favorite Glossier skincare product and let’s get started!

Challenges of Moving from DTC to Brick-and-Mortar

The biggest challenge that Glossier faced when moving from DTC to brick-and-mortar was how to bring the same level of personalization and customization that they offer online, to their offline stores. Another challenge was how to create an offline experience that would be memorable and unique, yet still feel like Glossier.

To overcome these challenges, Glossier developed what they call the “Glossier Way” which is all about providing a personalized, customized, and unique experience for each customer that walks into their store. They also focused on creating an environment that feels like home, with plenty of natural light, comfortable seating, and a warm color palette.

Introduction to Glossier and the DTC Model

Glossier is a beauty company that started out as an e-commerce platform, selling skincare and makeup products. The company has since expanded into brick-and-mortar stores, but it still follows the direct-to-consumer (DTC) model.

In the DTC model, brands sell directly to consumers, without going through traditional retailers. This allows brands to control the customer experience from start to finish and offer lower prices by cutting out the middleman.

Glossier has been successful in building a strong online community of customers and followers. The brand uses social media and influencers to generate word-of-mouth marketing, which has helped it grow quickly.

The move into brick-and-mortar stores was a natural next step for Glossier, as it allowed the brand to reach a wider audience and provide a more immersive experience for its customers. The store design is clean and minimalist, with products displayed on shelves and in backlit cases. Customers can try on makeup in the store or get their skin analyzed using Glossier’s digital skin consultation tool.

The Glossier Way shows how a DTC brand can successfully make the transition to brick-and-mortar retail. By focusing on the customer experience and using innovative marketing techniques, Glossier has been able to create a loyal following and expand its reach.

Why it was the Right Move for Glossier

There are a few key reasons why Glossier’s move to brick-and-mortar stores was the right move for the company. First, as Glossier has grown, its online customer base has become more diverse. The brand’s online customers now come from all over the world, and they have different skin types, hair types, and styles. This diversity is one of the brand’s strengths, but it also means that Glossier needs to be able to offer products that cater to a wide range of people. By opening physical stores, Glossier can reach a larger audience and provide products that meet the specific needs of its customers.

Another reason why opening physical stores was the right move for Glossier is that it allows the brand to create a more immersive customer experience. In its online store, Glossier offers a limited selection of products and services. But in its physical stores, Glossier can offer much more. Customers can try on makeup, get their hair styled, and receive advice from expert salespeople. This hands-on approach helps customers feel more connected to the brand and makes them more likely to purchase products.

Finally, opening physical stores gives Glossier an opportunity to build deeper relationships with its customers. In its online store, Glossier interacts with customers primarily through email and social media. But in its physical stores, Glossier can interact with customers face-to-face. This personal interaction helps build trust and loyalty between customer and brand.

Strategies Used by Glossier to go from Clicks-To-Bricks

In order to make a successful transition from a direct-to-consumer (DTC) brand to a brick-and-mortar business, Glossier employed a number of strategies. First and foremost, the company focused on its strengths, which included its strong online presence and social media following. Secondly, Glossier took advantage of its partnerships with existing retailers, such as Nordstrom and Sephora, to help promote its products in physical stores. On December 2022, Glossier announced it’s opening of seven temporary pop-up stores at select Nordstrom locations to sell its fragrance, Glossier You. Finally, on February 2023, Glossier launched in Sephora U.S. and Canada nationwide to shop in real life (IR).

It’s thanks to these strategies, Glossier was able to make a successful transition from DTC to brick-and-mortar without losing the support of its loyal customer base. In fact, the move has only served to increase the brand’s popularity, as more consumers are now able to try and purchase Glossier products in person. The company invested heavily in marketing and advertising, both online and offline, to ensure that consumers were aware of its brick-and-mortar locations.

In our analysis, Glossier’s success has been largely attributed to its focus on customer experience and its utilization of existing resources and partnerships. By using these strategies, Glossier was able to make a successful transition from DTC to brick-and-mortar that allowed it to continue to grow while staying true to its core values.

Key strategies that Glossier has used to make this happen:

• Focused on creating an omnichannel experience for their customers. This means providing a seamless experience whether you’re shopping online, in-store, or through one of their pop-ups.
• Built a strong community around their brand. This has been key to driving word-of-mouth marketing and getting people excited about their products.
• Invested heavily in customer experience. From their beautiful packaging to their helpful sales associates, they go above and beyond to make sure that every customer has a positive experience with their brand.
• Kept their pricing strategy consistent across all channels. This helps to build trust with customers and ensures that they know what to expect when shopping with Glossier.
• Continued to innovate and experiment. Even as they’ve expanded into brick-and-mortar, they haven’t stopped trying new things and launching new products, such as their Glossier deodorant. This keeps loyal customers engaged and coming back for more.

How Other DTC Brands Can Follow Glossier’s Example

DTC brands have a lot to learn from Glossier.

When it comes to brick-and-mortar, Glossier took a very different approach than most other DTC brands. Instead of going straight for their own standalone store, they took over an existing space in Soho and created what they called the Glossier Pop-Up. This gave them a way to test the waters with brick-and-mortar without making a huge investment, and it also allowed them to build up a fan base in New York City before expanding elsewhere.

Other DTC brands should definitely take note of this strategy. It’s a great way to dip your toe into the brick-and-mortar world without going all in right away. And if you already have a strong following in one city, it can be the perfect place to start your brick-and-mortar journey.
Glossier also does a great job of engaging with their customers. They use social media to keep in touch and build relationships with their fans, and they’re always responding to customer feedback. This is something that other DTC brands should strive to emulate.

Glossier uses their blog as a platform to showcase product reviews and stories from real customers. This gives potential customers an inside look at the brand, which is invaluable for any DTC brand. Other DTC brands should definitely take note of this strategy and strive to create content that resonates with their target audience.

Final thoughts

Glossier’s move to brick-and-mortar is a great example of how businesses are embracing the digital age. By leveraging technology, they were able to create an in-person experience that was unique and tailored to their customer’s needs. The move from clicks-to-bricks has allowed them to expand their customer reach, while still providing quality customer service and creating an engaging shopping experience. The success of this strategy shows that there is still potential for DTC brands to successfully transition to a retail format, when it comes to connecting with customers on a deeper level, even in the midst of rapid technological advancements — Retail is the answer!

Author: JEANEL ALVARADO — OHEMENG

I have 15 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.

Originally published at https://retailboss.co on March 10, 2023.