NEW YORK, USA - At the beginning of this summer, when I packed my bags - as expected - and prepared to fly to the sunny seaside at 7:00 the next morning for vacation, I realized with horror (a beauty editor) that our sunscreen was very dangerous. In my nightgown, I rushed to the 24-hour drugstore on the street corner in panic and stood in front of the walls of Neutrogena, Coppertone and Banana Boat in presbyopic glasses. Read for reference: beauty store near me
La Roche-Posay, Vichy and Av è ne and other high-priced brands are stuffed on the shelves of other places, so I switch back and forth between the two parts and hold them in full hands to compare ingredients, skin care efficacy, sun protection index and price. This could have been easier. If there are mini necessities for travel nearby, I will also throw some in my basket spontaneously, because I want to travel - just like anyone who buys waterproof products with SPF 80 in Manhattan. Instead, it is money left on the table.
Marketing is both an art and a science. It will instinctively guide us to go shopping, help us find what we need (or not aware of our need), persuade us to buy, and in the best case, let us keep coming back. It needs to look into the future while studying the past, and combine statistics and psychology with a small amount of creativity.
Of course, the retail industry is in a state of constant change. In some cases, even crises have occurred, but beauty customers still buy in physical stores. According to Euromonitor Information Consulting, in 2017, 80.7% of global cosmetics sales (valued at $375 billion) were completed in physical stores, while 7.9% (valued at $36.6 billion) were completed online.
- The purchase decision was made long before she entered the store.
In the past, especially in the mass market, most purchase decisions were made on the shelf. Lieberman said that PG called this "the first moment of truth". It is estimated that at least 70% of the decisions were made in this way.
Nowadays, people have done a lot of research even before entering a store. According to Liebmann's annual "American shopping style" study, seven out of ten people "will make some kind of advance shopping to inform their decision." Monica Arnaudo, senior vice president of sales at Ulta, believes that more than 90% of millennials are obsessed with beauty.
The shopping before the competition includes finding materials and reading product reviews on the Internet, watching TV advertisements, searching for promotional activities, browsing ideas and trusted endorsements on Instagram and YouTube, and hearing something from friends.
Therefore, once customers enter the store, they can make decisions faster, so their travel nature is changing from leisurely discovery and browsing exploration to "fast, delete it from the travel list", Liebmann explained. The merchant's first real moment is evolving into a "zero real moment", Lieberman said, which "is changing everything".
- To let consumers participate in the physical space, we need to reconsider its role.
Although the online platform may be the most valuable "dance" for retailers and has been proved to play a role in attracting customers to the store, what elements can only be provided by the store experience?
Cos Bar was originally a family-run boutique in Aspen 42 years ago, and now operates 20 independent stores across the United States. It is famous for its knowledgeable experts, who will lead luxury customers to shops like professional beauty guides. As CEO David Olsen said, "You can learn everything online, but how can you learn what is best for you? This is one thing that the Internet has not cracked."
