For some time now, it has been claimed that brick and mortar companies are slowly dying and that the future rests at the disposal of online shopping. However, recent studies conducted with both millennials and Generation Z beauty consumers reveal that this clearly isn’t the case. As opposed to being a thing of the past, bestshopsnearme.com come with an increasingly prominent place in their arena of shopping, especially for beauty. The key to success is adjusting to the most recent technology and presenting a more personalized experience for the shopper.
In accordance with market research conducted by Poshly in collaboration with the Bay Area Beauty Association, 94% of millennials purchase makeup, with 65% of those making their purchase straight from their smartphone. However, a staggering 72% would still prefer to make their purchase in a store. These women prefer testing out products before investing in buying them and that is certainly why makeup subscription boxes have become this type of big hit. Interestingly, 72% of the same group will be prepared to put on makeup utilizing a virtual makeup mirror on their own smartphones.
Gen Z is the younger and much more diverse age group of the two. Within the U.S. alone you will find 69 million people in Gen Z, meaning the population will outnumber millennials. They may be worth $44 billion, which figure continues to grow. The Gen Z population is less price conscious and much more value orientated. They may be a generation that hasn’t lived without a cellular phone, yet 77% of them would rather make a purchase in store. Nearly 50 % of them will look into the product inside the store prior to making an online purchase.
Despite predictions that 2017 would be the year of “retail apocalypse,” there are still brands which can be strengthening their brick and mortar presence. Starbucks is an ideal example — they recently closed their online shop and instead focused on redirecting men and women to their nearest store.
Nordstrom is really a classic example of the evolution of physical. They have recently opened stores called Nordstrom Local that don’t have merchandise. Instead, you are able to grab a coffee or even a cocktail, visit a manicure bar or sit down with a stylist. Next conversation, you may then have items sent to the shop according to what you like. It is a company which says the majority of its new clients still result from their beauty department, which drives traffic to the complete shop.
Technology And Shopping – So, why are businesses focusing on this new sort of approach to physical stores? Research shows that their most significant future customer group — Gen Z — like this sort of approach. For instance, a report (registration required) by IBM indicated that 43% of time spent online by a Gen Z person was spent connecting with other individuals. They value relationships, and this includes brands. Forty-three percent of them said they could offer product critiques should they felt they had a powerful relationship having a brand, and 36% of these would create content for that brand.
Despite being perpetually on their own smartphone, Gen Z shoppers are more likely to demand help in a store. Twenty-eight percent of them would ask for help, versus just 21% across other generations. They actually do expect that store assistant to be knowledgeable and equipped to assist them. Market research by Retail Dive indicated that Gen Z shoppers see no distinction between the online and physical stores and thus expect an incorporated experience in between the two.
Deeper Digital Engagement – For your beauty industry, another key point out take away from the research is that Gen Z requires a deeper digital engagement than every other generation. Here’s an example. A shopper visits a beauty counter plus some days later they receive a text containing a picture of themselves wearing a digitally applied lipstick color. Attached is really a message from the beauty counter artist they spoke to inside the store, inviting the shopper to return to try on the new seasonal line of products they simply received.
Intrigued, they arrange to go to the shop and also the beauty artist sends a calendar appointment request. Before the appointment, the artist creates three new digital looks for the shopper, utilizing the iPad at her beauty counter. The shopper can then use augmented reality using a virtual live mirror app in her smartphone to view the way they look on, without using the products directly. Impressed with one look, in particular, the client asks the artist to utilize the merchandise for their face and later makes a purchase. Additionally they buy some more items referenced through the other looks and request a tutorial to be sent to them via text to learn how to wtxxnd these products in your own home.
This is what active digital engagement appears like, in fact it is the sort of service that cutting-edge beauty stores already are offering. Augmented reality can allow brands to supply the sort of engagement and personalization that customers want, thus securing sales and more importantly, customer loyalty.
Even companies away from the beauty industry may use augmented reality to permit virtual try-on of jewelry along with clothing items. It is important to look beyond traditional types of driving foot traffic through promotions and sales, given the current competition with internet outlets that regularly offer discounted items. Digital engagement involves a commitment, not only through the store level but also in a corporate level.
Traditional stores use a firm place down the road of shopping. Instead of awaiting customers to stumble across them, they should actively introduce the client for their products in such a way that utilize technology to foster deeper engagement as well as a more personalized, connected experience.