Birchbox Uses Facebook Live to Build Customer Relationships

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.