A beautiful moment for omnichannel

Beauty consumers are increasingly turning to mobile and social technology in their seamless shopping experiences.



According to a new study from Mintel, 45% of U.S. beauty consumers prefer to search for product information in-store rather than ask for assistance from a sales associate. Another 39% are interested in using or have used a store-provided tablet to research available beauty products.



Sixteen percent of in-store beauty customers go as far to purposely shop where sales associates will leave them alone.



Beauty shoppers are also turning to technology to save money. Fifty-eight percent are interested in mobile apps that provide beauty offers to redeem in-store, and 54% are interested in price comparison apps. Nearly half (47%) have redeemed coupons using a smartphone or tablet in-store.



Looking at social media, the beauty market’s heaviest buyers who made 11 or more purchases in the 12 months ending October 2015, are the most likely to engage on social media with seven in 10 (69%) saying they like to share their product experience on retailers’ social media channels, double that of consumers overall (35%). What’s more, 71% say social media posts encourage them to buy particular products.



The study further reveals that the majority of beauty retail purchases are planned, with three in five (63%) consumers buying items to replace/replenish products they regularly use. Planned experimentation with new beauty products is not uncommon as 30% of consumers venture out with the intent of trying something new.



However, spontaneity is also popular among beauty retail shoppers, as half (52%) are influenced to make a purchase that is most likely unplanned, with one in five (22%) influenced by a sale or the opportunity to use a coupon. Another 14% of beauty retail shoppers report unplanned purchases resulting from advertisements.