Online vs. in-store: Battle of beauty retail (Part 1)

Online vs. in-store: Battle of beauty retail (Part 1)

Related tags Retailing

In these guest articles ahead of the in-cosmetics Global show next month, Sean Singleton, Managing Director at digital agency Your Favourite Story, explains how brands can use digital to launch their beauty products effectively. First up, he explains the evolving in-store experience.

As customer expectations continue to change, shoppers are beginning to focus on getting products the quickest and simplest way. So the question is which one of these methods is the best for customers, and why should brands consider them for their own strategies?

IN-STORE

First stop: the beauty counter

The beauty counter has been a shopping staple in any department store or retail location, which is why it’s often found close to the front of the store and offers eye-catching displays.

Technology has even been making its mark in the beauty industry, with smart hairbrushes, digital colour match departments for foundations and new tech beauty application tools. Customers who choose to shop in-store are able to directly connect with products and brands - often testing and getting an expert opinion or looking at colour comparisons.

The Pros

·        Shopping in-store is always an experience – it doesn’t have to be a large experience, but it does connect shoppers to a brand on a different level than an online store would.

·        Shopping holds a very social aspect - Some people use shopping as a bonding experience with family and friends or just an excuse to get out of the house for a few hours.  

·        Getting products instantly – perfect for shoppers who need a product right away.

·        Testing – In-store customers are able to test products; many people don’t want to commit to a product without trying it on in-store or getting an idea of how it will look.

·        Experts – Shopping in store offer sales experts who work with the brand, specialising in product knowledge on particular beauty brands.

·        Extra training – Beauty stores are able to offer additional services such as makeup training, makeovers, hair services and more. Brands like Topshop, Mac and Benefit also offer classes in specialised fields.

The Cons  

·        Lack of reviews - one great aspect of online is getting a wide range of opinions from shoppers who have bought the product as well.

·        Feeling judged – some women find the beauty section of department stores to be overwhelming, most feel hesitant to bring up personal issues or being embarrassed by their own lack of knowledge about product. Studies show older women are opting for online shopping as they feel staff may judge.

·        The biggest pull to the store is to test out products that are difficult to buy online. In many cases, once a customer has determined that they like a product they switch to online for future purchasing.

·        Open and close – Customers are limited to shopping within open hours and cannot get products after the shop is closed.

·        Overspending – it’s common for people to come in for one thing and leave with a whole bunch of extra items they didn’t intend to buy.

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