Consumers are
increasingly shopping for beauty products online — and they want help doing it. But that doesn’t mean they want emails from store associates.
In
fact, 75.49% are not interested in having a store associate reach out via email, text or social media regarding beauty products, according to a new study from
Salesfloor.
Yet 47.55% say they are buying more of the beauty products online during the COVID-19 pandemic. And 50% have little
confidence in selecting a product without a sales associate (presumably in-store).
Moreover, 50% see the value in engaging with a virtual sales associate,
although only 20.85% have done so.
In addition, 54.93% agree that having a knowledgeable associate assist in recommending products is preferable to
shopping online without such help.
However, 75% are planning to shop in-store for beauty products this holiday season.
Meanwhile, 33.62% have changed the types of beauty products they are purchasing.
Shoppers in this sample
are interested in BOPIS (buy online, pick up in store), by the following margins:
- Very likely — 13.15%
- Likely — 26.01%
- Somewhat likely — 30.70%
- Unlikely — 30.14%
On another front, 27.23% have bought a beauty
product online from multiple brands, and returned the ones they didn’t like. But 30.60% of those would not have returned them if a virtual associate was there to
help.
How much buying power is going into beauty products? The respondents are allocating these percentages of their total holiday
buying:
- Less than 10% — 64.98%
- 11-30% — 27.79%
- 31-50% —
5.82%
- More than 50% — 1.41%
The respondents are using these devices:
- iOS
Phone/Tablet — 51.74%
- Android Phone/Tablet — 35.87%
- Other Phone/Tablet —
0.00%
- Windows Desktop/Laptop — 8.92%
- MacOS Desktop/Laptop — 3.00%
- Other —
0.47%
Salesfloor surveyed 1,065 consumers.