Retail Beauty: Majority of Customers Want In-Store Over Social

A recent study conducted by the retail innovation agency Outform, looks at more than 2,000 global respondents in the US, UK, and Germany.

Specifically, they want:

  • 59% in the study cite in-store shopping as their favorite, with 39% preferring to speak to consultants in-store…
  • But only 16% feel that brand updates on social media help them discover beauty products, whereas 38% feel in-store displays are useful for this.
  • And despite these numbers… 42% of 35-44 year-olds and 32% of 18-24-year-olds are nevertheless inspired by social media influencers.
  • Interestingly, men are more likely to feel this way about social media influencers overall.

Simon Hathaway, Group MD EMEA at Outform, says: “Online shoppable functions and AR testers aren’t yet a patch on in-store shopping. But platforms like Instagram and Pinterest are fundamental in engaging consumers with beauty brands’ values and ethos. And while they’re not yet the primary checkout tool, social platforms are influencing behaviors, particularly if it’s user-generated content that customers can trust. Capturing online and offline data will help to identify where different cohorts are engaging with products – which isn’t always where they’ll make a purchase – and this knowledge can be used to make browsing and buying seamless through different channels.”

Obviously, the team here at Accelerated Analytics is data-hungry… for over 18 years, we’ve helped provide retail industry peers with POS data insights. If your team is still looking for a way to gain more-granular data across retailer markets and/or across retailer brands themselves, we can help. Click here to see what we can do for your brand team.