Birchbox, known for being one of the first online subscription services, is taking its pioneering spirit to Facebook Live. The beauty subscription service broadcasts videos via Facebook Live to show consumers product demonstrations, product highlights, and transformations (e.g., haircuts). Viewers get answers to questions in real time as well as information about the company’s subscription box. Each of the videos gets tens of thousands of viewers, making a huge difference in customer relationship building and engagement for Birchbox.
Total Retail’s Take: Subscription services have been struggling as of late, so it’s great to see Birchbox rethinking its strategy. The company is meeting its mostly millennial consumer base where they already are (Facebook) and giving them what they want — real-time chat support and products demos. Facebook Live is also proving effective for Birchbox because customers can give feedback and share the product videos with their networks. In the future, Facebook may add a “buy button” feature to its Live platform. Birchbox would have a huge advantage over other retailers when that time comes.