The cosmetics industry (like most others) has been dramatically impacted by COVID-19. This is hardly surprising, given how cosmetics retail stores were traditionally positioned to encourage consumers to touch and feel all products on display. Naturally, consumers are no longer willing or able to swatch testers that have been previously touched by multiple others.
A recent study conducted by Influenster found that up to 25% of consumers will not return to in-store beauty buying. Considering that in-store shopping accounted for up to 85% of beauty-related purchases pre-pandemic, this is a significant hit for the industry as a whole.
Nowadays, consumers have no choice but to shop for beauty products online. Despite the forced shift to online channels, this has not been sufficient in offsetting the losses that the closure of physical stores has caused. Why? Brands are not bringing one of the most essential elements of their in-store experience to the online channel – the human touch!
Beauty buyers heavily rely on retail staff for product advice and testing. The solution? Brands must strengthen their digital channels and bring the in-store experience online. MARIONNAUD has done just that, with great success. The results speak for themselves: 36% more is spent by consumers and customer satisfaction averages at 94%, and some of our clients are reaching over 20K calls per week.
Implementing digital solutions, such as live shopping, is not merely a short-term solution. It is a long-term brand transformation that curbs consumers’ anxieties about in-store beauty buying. Retailers like Marionnaud, who embrace the kind of technology that bridges the gap between the physical store and the online channel, are certainly geared to thrive (and delight customers) in the new world.