What's Happening?
Martie and 213Deli are pioneering new approaches in the beauty retail sector by integrating interactive and personalized shopping experiences. Martie, an off-price online grocery store, has expanded its offerings to include beauty products, becoming its top revenue driver. The platform allows consumers to discover and purchase new brands at discounted prices, with a significant portion of its users buying products at full price upon replenishment. Meanwhile, 213Deli, founded by Ipsy veterans, reintroduces the 'text to buy' model, offering weekly product drops via text messages. This approach targets Gen X and older women, providing a convenient shopping experience without the need for extensive social media engagement.
Why It's Important?
These innovative retail models reflect a shift in consumer behavior towards more interactive and personalized shopping experiences. By leveraging technology and direct communication, platforms like Martie and 213Deli are redefining how beauty products are marketed and sold. This trend could significantly impact traditional retail models, challenging established players like Sephora and Ulta. The focus on discovery and convenience caters to a growing consumer desire for unique and efficient shopping experiences, potentially reshaping the competitive landscape in the beauty industry.
What's Next?
Both Martie and 213Deli plan to expand their offerings and enhance personalization features. Martie aims to double its beauty assortment by the end of 2025, while 213Deli is exploring further personalization options, such as customized product drops based on user preferences. These developments could lead to increased consumer engagement and loyalty, further solidifying their positions in the market.
