SEPHORA BEAUTY BAE - GEN AI CHATBOT
INTRO
Everyday thousands of customers visit our brick and mortar stores seeking personalised beauty services from our expert beauty advisors. With Beauty Bae, we aim to create the same hyper-personalised expert beauty advice at the fingertips of all our customers on the app.
​
Customers now have the ability to ask their beauty questions in a natural way and get advice with product recommendations in an interactive and safe manner.
PROOF OF CONCEPT PHASE
A quick POC was implemented to test the viability of Beauty Bae. We decided to introduce the chatbot during product discovery of the purchase journey funnel. The entry point consist of the Beauty Bae icon stickied to the bottom right corner of the listing page. GIF was used to draw the attention of the user to the icon.
INITIAL RESULTS AND FINDINGS
The numbers were promising in the initial pilot, with a conversion rate of 12.59% (the app has a typical CR of 2-3%). Of users that engaged with the chatbot, there's a 47% click through rate to a product recommended by Beauty Bae.
​
However, traffic and usage of Beauty Bae is low as users do not engage with the feature, with only 2.4% clicking on the icon and only 50% agreed to the Terms Of Use.
PHASE 2: CONTEXTUAL ENTRY POINT
To address low usage of a feature that otherwise has great potential, we pivoted by introducing Beauty Bae in a more contextual and seamless manner.
We target users that can do with the help of the chatbot by introducing it after a certain amount of scroll depth. Users that are browsing the listing page are generally exploring options and would welcome the aid of Beauty Bae.
​
The suggested prompts in the chat screen are also contextualised to the listing category that the user is browsing on.
PHASE 2: MORE (CONTEXTUAL) ENTRY POINTS, MORE USE CASES
We also introduced Beauty Bae in the Product Description Page, specifically on the description and reviews section.
​
With a single tap, users send a pre-generated prompt to the chatbot to ask about product suitability and reviews summary. This helps them make a better and informed purchase decision.