Need Beauty is more than a skincare brand; it's a story of passion, adaptation, and evolution in the face of challenges. Founded six years ago by Andrea Jaschek, Need Beauty began as a resale store focused on bringing exclusive products from the United States to the Mexican market. Today, the brand not only boasts a strong digital presence but also a physical retail location that reflects the brand's essence and values.
"It started as a small project while I was working full-time. I never imagined Need Beauty would become what it is today," says Andrea. This growth has been supported by key decisions, a clear vision, and strategic collaborations.
The Challenge: Scaling with Strategy
From its inception, Need Beauty faced common challenges for entrepreneurs:
- Formalizing the business: Moving from a resale model to a formal one with its own distribution and products.
- Constant evolution: Adapting to the demands of an increasingly competitive market and the expectations of consumers who are knowledgeable about skincare.
- Omnichannel expansion: Integrating e-commerce with a physical point of sale, ensuring a cohesive and memorable shopping experience.
A key challenge for Andrea was transitioning from a one-person business to a more formal structure where she could delegate responsibilities without losing the brand's essence. She also needed a technology solution that could support both the brand's growth and the increasing sophistication of its operations. However, Andrea began training herself in each of the key areas of the business before outsourcing them, including creating the online store on her own, SEO optimization, and more; this proved crucial to the business's evolution.
Solution: Strategic Optimization
Since 2020, Need Beauty and Getmore have worked together to improve the online store, making it a benchmark within the Mexican skincare industry. For Andrea, each project has focused on strengthening the digital presence and improving the customer experience . These are the most notable solutions implemented:
1. Strategic redesign with a Premium Shopify Theme
In 2023, the online store was completely redesigned using the Premium Theme Impact , optimized for the beauty industry. This redesign included:
- Color swatches and badges on products: Enhancing visual presentation and helping customers easily identify product features.
- Mega-menu: An intuitive navigation system to facilitate exploring the product catalog.
- UX Optimization: Functional designs based on historical user behavior data.
2. Implementation of advanced tools
- Klaviyo: We automated mailing flows, including an abandoned cart flow that increased the cart recovery rate.
- Rebuy: We integrated widgets such as Related Products, Frequently Purchased Together, and Smart-Cart, which contributed to an 18% increase in the average ticket.
- Shopify POS: To connect online and in-store sales, creating a seamless omnichannel experience. “The POS implementation was quick and easy, and it helped us unify all our sales and customer information,” says Andrea.
3. Opening of a physical store
Andrea used postal code data to decide on the location of her first physical store in Guadalajara, a city known for being a challenging market. “If you can make it in Guadalajara, you can make it anywhere in Mexico,” Andrea says. With this strategic approach, she was able to better serve her customers and offer a more personalized experience.
Results: Impressive Growth
Implementations carried out with Getmore have yielded significant results in terms of metrics and customer experience:
- Conversion rate: Increased by 18% after the store redesign and optimization.
- Average ticket: Increased by 6%, thanks to the personalization and cross-selling implemented with Rebuy.
- Omnichannel integration: 27% of NEED's customers now make purchases directly in the physical store, consolidating the brand-customer relationship and creating a unified commerce in terms of inventory and customer data.
- Operational autonomy: Andrea and her team now manage their store with complete independence, from product updates to the execution of marketing strategies.
What I love most about working with Getmore is the clarity and structure they bring to every project. All decisions are data-driven, and that has been key to Need Beauty's growth.
Conclusion
The Need Beauty story exemplifies the power of constant evolution and strategic collaboration. What began as a small resale project has grown into a renowned brand that combines technology, quality, and customer experience.
For Andrea, the future is full of possibilities: "We will continue to grow in e-commerce and explore new sales channels. Everything is an attempt, and each step brings us closer to our vision." At Getmore, we transform businesses like Need Beauty into success stories. Contact us to discover how we can help you achieve your goals.
