How to Get More Sales on Your Shopify Beauty and Wellness Store With Back in Stock

The beauty and wellness industry that had largely remained offline because of the nature of the products, has now jumped on the online bandwagon.Whether it’s makeup, vitamin supplements, or lotions and shampoos, consumers are buying everything online now more than ever. Thanks to the pandemic, this industry has seen a 70%+ increase in online sales.With such high demand, it’s natural for stores to run out of stock. But when high-intent shoppers browse your store, should you turn them away with a ‘Sold Out’ sign?Absolutely not!And that’s where a back in stock strategy comes in. What’s that? Those who’re new to it, might wonder.

What is a back in stock strategy?

It’s possible that products get completely sold out in stores. While you’ll see ‘Out of Stock’ or ‘Sold Out’ signs on some sites, on some others, you see ‘Notify Me When Available’.For example, here:

back in stock on beauty and cosmetics store

What does the ‘Notify Me’ sign mean?

It means shoppers want to be informed when the product is restocked. Owing to the nature of the process, which can get tedious if done manually, most online stores use the back in stock app for this purpose.

How does back in stock work?

As soon as an item gets sold out, the app automatically replaces the ‘Buy Now’ button with ‘Notify Me’. Shoppers can click on the button and choose how they’d like to be notified - email, SMS, Facebook Messenger, or web push.Once the item is restocked, the subscriber automatically gets a notification informing them that the item is available.Voila! The subscriber can immediately buy the product they were awaiting.To understand how this strategy works practically, let’s look at a small case study.

Back in stock strategy - a case study of Nykaa

To understand just how important a back in stock strategy can be for cosmetics stores, let’s study Nykaa’s back in stock notification strategy. It’s a key part of their overall sales strategy.The brand takes this strategy seriously and lets their shoppers know, through different forums, that they can subscribe for back in stock notifications. Reason: When you let your customers know you’ll inform them about a product restock, they feel cared for; in the long-term, become your most loyal customers.

back in stock strategy of nykaa

Imagine this, shoppers spend a lot of time searching for the right product. When they finally find a product they like and realise it’s not available, it might leave them frustrated and disappointed.Nykaa handles this situation pretty well with their out of stock notification option. All their sold-out products are pushed to the end of the product page and each of these products has a notify-me option.Now let’s dig deeper into how out of stock notification can help in many different ways.

How can beauty and wellness Shopify stores use the back in stock app?

To notify buyers as soon as the item is restocked

When it comes to beauty and wellness products, most people prefer to stick to their tried and tested brands and products. Because they don’t want to try new products on their skin, hair and body.So, when their regular products go out of stock, they’d be willing to wait if the store’s going to restock them. But as a store, you can’t expect shoppers to repeatedly keep checking your site. It’s your responsibility to notify them.Today’s consumers expect brands to be quick. 82% of customers expect quick responses from online stores. That’s where the back in stock app helps.When automated, the app instantly informs customers about the restock as soon as the item is back on your site -- through their preferred channel - SMS, email, Messenger or web push.This makes the probability of sales higher and faster. How?

  • Shoppers might have been waiting eagerly for the product.
  • If your restock alert message has a link to the product page, chances are, they’ll buy it right away, within minutes!

Here’s how Sephora does it:

sephora back in stock email notification

To understand your buyers better

When buyers subscribe to products, you get to know their interests, tastes, needs, and the kind of products they’re more inclined to.“But I have my customers' demographics information”, you might say. Sure, buyer personas are helpful, but you need more valuable behavioral data to build emotional connections with your customers.You can use the back in stock app to develop a more data-driven picture of your buyers.For example, if a buyer subscribes to an anti-dandruff shampoo that’s out of stock, you know they have dandruff issues and are looking for solutions.What you could do with this information - recommend similar or complementary products from your store - say, an anti-dandruff conditioner or anti-dandruff hair oil.When you know their interests and challenges, you can share relevant and specific marketing campaigns with them, targeted especially towards them. This makes your sales probability higher.

To know your products’ demands

There’s fierce competition in the beauty and wellness industry. Brands and products are multiplying like rabbits! As a brand, you have to develop a strategy that helps you gauge market demands and your business needs.The back in stock app can help you there, as well.Here’s how.When shoppers subscribe to back in stock alerts, you can know which products are in demand, how much the demand is, and how much you should stock up.Another reason to use technology and depend on data is because beauty and wellness industries have a massive range of products. To know what’s in demand and what will sell isn’t easy to assess or to guess. The back in stock app makes these processes much easier for you.Besides, the back in stock app can also help you determine the purchase intent for new or hot-selling items in your store. Let’s say you’re going to launch a new line of lipstick shades. You could run a ‘launching-soon’ campaign on your site to collect the restock alert subscribers data.When you know which products to stock up on, you can be somewhat certain about sales, and also push subscribers toward purchasing those particular products.With this data, you can target subscribers with personalized marketing campaigns on different channels to nudge them to revisit your site and buy the specific product.

To drive repeat sales

Consumers refrain from changing products meant for their skin or oral supplements too often. They prefer products they’ve tried and have been using. For your regular customers, you’d already have data of customers’ preference. For your new customers, you can start collecting it.Once you have data of your customers’ interests and products for which they show high purchase intent, you can reach out to them with campaigns like ‘time to restock on your favorite body lotion’ etc. Make these campaigns periodic and regular to drive repeat sales in your store.An example of a replenishment campaign:

restock alert - sephora repeat sales

To avoid overstocking or under-stocking

Usually, beauty and wellness brands launch new collections and products seasonally -- say a new collection every quarter or every six months. By adding Shopify back in stock notifications, you can easily gauge how many shoppers are interested in a particular product or collection. At times, even before it is stocked in your inventory.You can easily assess the potential sales figures of the collection/product. Based on the number of subscribers, you can roughly calculate how much to stock your inventory. You can avoid overstocking or under-stocking.

To maintain multi-location inventories

It’s common for online stores to have product stock in different locations. For example, your store delivers pan-country and you have your products stored in different cities in different stores/warehouses.In such a case, you’ll have to maintain inventory across your stores/warehouses. With multiple locations, it can get difficult to keep a track on which product needs to be replenished at which location. That’s where the back in stock app will come handy.You can know the demand in different locations. For example, if one location faces extreme winters, the demand for cold creams in that location may go up. Your app will give you that information. On the flip side, locations with severe winters might not need sun protection creams. So you know you shouldn't overstock sun creams for that location.

To win customers away from your competitors

Now, we know that usually, customers prefer to stick to a particular brand and particular products only. But, at times, it’s possible that they might be willing to explore other stores -- your competitors.If you don’t have a ‘Notify me’ option, you can be 90% sure they’ll look for the product elsewhere. Just by giving them the option to get a back in stock notification, you’re holding shoppers, keeping them away from your competitors, and winning them back!Moreover, by letting your stocked-out products be seen on your product pages, you’re increasing your chances of sales. Because, so what if the products aren’t available at the moment, they are going to be available soon. That way, your customers aren’t disheartened and know they can still get their hands on the products.

What’s your Shopify back in stock strategy?

The good thing about having a back in stock strategy for your Shopify store is that it can be used in many ways. From measuring purchase intent to bringing shoppers back to your Shopify store to boosting sales in specific locations.All this, while you build your ‘own audience’, meaning your loyal customer base. You need not have to rely on social media channels to reach out to a vast group of people in the hope that they might come to your store to make purchases.While largely genuinely interested shoppers will subscribe to your back in stock customer alerts, it’s important to allow shoppers the option to choose the channel they prefer to be notified on - SMS, web push, email, or Facebook Messenger.To put it all at work, install the back in stock app on your Shopify store today.

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Kina & Tam

Australia

"I've had the app for about 2 weeks now and it has helped me get a few extra orders. I wasnt sure if it would really help but it’s increased sales by about 20% so far and clients generally dont mind waiting because its very clear that they are placing a back order."

Legion Health

Australia

"Increased sales by 20%. We always have pre orders waiting when our stock arrives. Recommended to anyone who wants to maximise bottom line."

SpaceTek

Australia

"Helped my business a lot! Perfect app. No problems in using it and very very good support. Would install it without a doubt."

CAINTÉ

Australia

"I just started using the app and so far I am loving it. It helped me launch my pre-orders and allows me to collect orders on items that have sold out for the time being. A plus for my revenue stream. The support staff is very helpful and patient. Absolutely recommend this product."

Life Light Healing Services

United States

"A very useful tool, simple and with a good customer support service. It has helped us to sell products that we do not have in stock yet."

Andromeda Moto

Spain

"I love this app because it gives our customers the option of pre-ordering their product before it's released. Plus it helps us to continue having revenue whilst we wait for our supply. I am very happy with the customer service too. Highly recommend this app!"

Percy’s Powder

Australia

"Helps me inititiate pre orders for my customers so I can manage sales! Helps me better understand the demand I have coming in for an item."

Chérie Lane

United States

"This app has made me soooo much extra money and helps with knowing exactly what inventory and sizes to restock! It’s easy to install and customize, not to mention the super fast and friendly customer service! I literally could not be any happier with this app. It is a game changer!"

MBM Swim

United States

"If you don't have this app your losing sales. No question about it. We are making so much more money on our new release items and out of stock products."

Seek Jesus

Australia

"The app increased my sales by at least 20%. Also their customer service is great. Fast response times and very helpful. I'd definitely recommend this app."

Lakes Rivers Streams

United States

"This apps brought me $900 on the free plan, I've upgraded now as I'm sure it'll do even better for my sales. The customer service is amazing, helped me with using the app super quick responses and solved my question with ease. Thanks!"

Zani Collective

Australia

"This APP has helped my brand grow in sales and customer service. The support is top-notch. I also find the APP immensely valuable in forecasting demand and what customers are willing to buy. I would recommend this APP if you are looking to grow and convert customers."

NOTIQ

United States

"Great product, I think after the 2nd day of using it we had already gotten $188 in sales from the reminders. It's nice because sometimes people return an out of stock item that we wouldn't normally announce a restock for. I also had a question about something and they responded very quickly in the chat."

Geode Swimwear

United States

"This app has been amazing for our company! We are able to have people sign up for an item that we are in the process of making, or an item that is out of stock. Once the item arrives, we generate a lot of sales from this app!”

Godiva's Secret Wigs

United States

"Great app!! I needed a way to quickly and efficiently alert my customers when items were back in stock and this app does the trick!! One of my favorite features is the "Text" option, so my customers get an almost immediate notification! This app has definitely increased sales!

Live Love Posh

United States

"This app is great for scaling businesses that are struggling to stay in stock. Before integrating this app I had trouble keeping track of customers who wanted to buy my products that were sold out, now as soon as I'm back in stock the sales come in by themselves.”

Xstream Audio Systems

United States

"This app is so valuable to our store. We like to alert customers of up coming new releases, so people sign up to be "notified". Helps us limit over ordering, and customers are happy as they get notified instantly when stock is in stock. Helps with sales and moving stock quickly. Fantastic App"

OzToyStore

United States

"This app has made me soooo much extra money and helps with knowing exactly what inventory and sizes to restock! It’s easy to install and customize, not to mention the super fast and friendly customer service! I literally could not be any happier with this app. It is a game changer!"

MBM Swim

United States

"If you don't have this app your losing sales. No question about it. We are making so much more money on our new release items and out of stock products."

Seek Jesus

Australia

"The app increased my sales by at least 20%. Also their customer service is great. Fast response times and very helpful. I'd definitely recommend this app."

Lakes Rivers Streams

United States

"This apps brought me $900 on the free plan, I've upgraded now as I'm sure it'll do even better for my sales. The customer service is amazing, helped me with using the app super quick responses and solved my question with ease. Thanks!"

Zani Collective

Australia

"This APP has helped my brand grow in sales and customer service. The support is top-notch. I also find the APP immensely valuable in forecasting demand and what customers are willing to buy. I would recommend this APP if you are looking to grow and convert customers."

NOTIQ

United States

"Great product, I think after the 2nd day of using it we had already gotten $188 in sales from the reminders. It's nice because sometimes people return an out of stock item that we wouldn't normally announce a restock for. I also had a question about something and they responded very quickly in the chat."

Geode Swimwear

United States

"This app has been amazing for our company! We are able to have people sign up for an item that we are in the process of making, or an item that is out of stock. Once the item arrives, we generate a lot of sales from this app!”

Godiva's Secret Wigs

United States

"Great app!! I needed a way to quickly and efficiently alert my customers when items were back in stock and this app does the trick!! One of my favorite features is the "Text" option, so my customers get an almost immediate notification! This app has definitely increased sales!

Live Love Posh

United States

"This app is great for scaling businesses that are struggling to stay in stock. Before integrating this app I had trouble keeping track of customers who wanted to buy my products that were sold out, now as soon as I'm back in stock the sales come in by themselves.”

Xstream Audio Systems

United States

"This app is so valuable to our store. We like to alert customers of up coming new releases, so people sign up to be "notified". Helps us limit over ordering, and customers are happy as they get notified instantly when stock is in stock. Helps with sales and moving stock quickly. Fantastic App"

OzToyStore

United States