Why the CEO of Glossier Thinks Retail Companies Need to Invest More in the Customer

Emily Weiss on tailoring brands' connections to consumers

Retail companies like to emphasize that they put the customer first, but in reality, it doesn’t always shake out that way. Enter Glossier, a beauty brand that tailors its packaging and in-store experience to make the consumer feel good—and spread that recommendation to their friends.

Glossier CEO and founder Emily Weiss emphasized that ethos at the retail conference Shoptalk in Las Vegas. Weiss spoke about why Glossier is “obsessed” with its customers and the company’s push to invest in consumer connection.

Weiss noted how impersonal the offline shopping experience—in which customers interact with sales people who might not share the same makeup or beauty interests as them—can be.

On the flip side, Glossier, which gets 80 percent of its customers come via a peer-to-peer recommendation, thinks it has an edge on providing that more intimate connection consumers want.

“It doesn’t matter what the brand says about the product; it matters what the customers says...



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