Shoppers are more connected to digital than ever, and brands are taking notice. Many companies, which 10 years ago barely made a digital mark, are now leading the way in the digital shopping revolution. As customer expectations continue to change, shoppers are beginning to focus on getting products the quickest and simplest way.
Which one of these methods is the best for customers and why should brands consider them for their own strategies? Sean Singleton, Managing Director @ your Favourite Story ask the question and answer on it in In-Cosmetics.com. You are the one to judge….
In-store Buying, 1-Liner –The beauty counter has long 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.
Pros
Shopping in-store is always an experience, even social experience
Some people use shopping as an excuse to get out of the house for a few hours
Getting products instantly (shopper POV)
In-store customers are able to test products
shopping in-store offer sales experts who work with the brand
Beauty stores are able to offer additional services such as makeup training, makeovers etc.
Cons
Lack of reviews (THE pledge of OnLine buying)
Some women find the beauty section of department stores to be overwhelming
Some shoppers feel embarrassed by their own lack of knowledge about product
Customers are limited to shopping within open hours
Overspending (Shopper POV)
OnLine Shopping, 1-Liner – Digital has taken over! Online shopping is also a great tool for brands of any size to sell their products worldwide.
Pros
It can be done anywhere, anytime
Online shopping enables consumers to compare products using online reviews
Social media influencers – brands are able to collaborate with these influencers to show off new products or offer special online sales codes. Shoppers can gain lots of information from the influencers (ex. youtubers)
Product and Price comparison
Products are almost always in stock. You can’t find something at one store, try the next one
Personalization and Customization
Cons
No testing
Customers miss the physical aspect and experience aspect of shopping in-store
NOW, which strategy do you prefer?…Brands and Shoppers, write to us. And remember, a joined approach is also possible, right?
BTW, Sean Singleton will be discussing this issue in his session focusing on how to use digital to effectively launch a beauty product at in-cosmetics Global in London, 4-6 April.
