For a while now, it has been claimed that brick and mortar businesses are slowly dying and that the future rests in the hands of online shopping. However, recent surveys conducted with both millennials and Generation Z beauty consumers reveal that this clearly isn’t the truth. As opposed to being a thing of the past, http://www.bestshopsnearme.com have an increasingly prominent place in their world of shopping, specifically for beauty. The way to succeed is adjusting to the most recent technology and presenting a far more personalized experience for the shopper.
Based on a survey conducted by Poshly in collaboration with the Bay Area Beauty Association, 94% of millennials purchase makeup, with 65% of them making their purchase completely from their smartphone. However, an astounding 72% would still would rather make their purchase in a store. These women prefer trying out products before investing in buying them and that is why makeup subscription boxes are becoming this type of big hit. Interestingly, 72% of the same group will be ready to put on makeup utilizing a virtual makeup mirror on their smartphones.
Gen Z is the younger and more diverse age range of these two. Inside the U.S. alone you can find 69 million people in Gen Z, meaning the populace will quickly outnumber millennials. They may be worth $44 billion, and also this figure continues to grow. The Gen Z population is less price conscious and a lot more value orientated. They may be a generation that hasn’t lived without a cellular phone, yet 77% of these would prefer to buy something available. Nearly 50 % of them will look into the product inside the store before making an online purchase.
Despite predictions that 2017 is the year of “retail apocalypse,” you can still find brands which can be strengthening their traditional presence. Starbucks is a perfect example — they recently closed their online store and instead dedicated to redirecting people to their nearest store.
Nordstrom is actually a classic demonstration of the evolution of brick and mortar. They may have recently opened stores called Nordstrom Local that don’t have any merchandise. Instead, it is possible to grab a coffee or a cocktail, go to a manicure bar or take a moment having a stylist. Following that conversation, you can then have items shipped to the shop based upon whatever you like. This is a company saying the majority of its new business still come from their beauty department, which drives targeted traffic to the entire shop.
Technology And Shopping – So, why are businesses concentrating on this new sort of approach to physical stores? Research indicates that their most essential future customer group — Gen Z — like this sort of approach. As an example, a report (registration required) by IBM demonstrated that 43% of energy spent online by way of a Gen Z person was spent connecting with others. They value relationships, which includes brands. Forty-three percent of these said they would offer product critiques should they felt that they had a powerful relationship having a brand, and 36% of those would create content for your brand.
Despite being perpetually on their smartphone, Gen Z shoppers are more likely to request help in a store. Twenty-eight percent of them would demand 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 difference between the internet and physical stores and for that reason expect a built-in experience involving the two.
Deeper Digital Engagement – For that beauty industry, another key indicate take from the scientific studies are that Gen Z demands a deeper digital engagement than any other generation. Here’s a good example. A shopper visits a beauty counter plus some days later they obtain a text message containing an image of themselves wearing a digitally applied lipstick color. Attached is really a message through the beauty counter artist they spoke to inside the store, inviting the shopper to come back to try on the new seasonal collection of products they only received.
Intrigued, they arrange to go to the store and the beauty artist sends a calendar appointment request. Before the appointment, the artist creates three new digital searches for the shopper, making use of the iPad at her beauty counter. The shopper are able to use augmented reality via a virtual live mirror app on the smartphone to see the way they look on, without utilizing the products directly. Impressed with one look, in particular, the consumer asks the artist to use the item with their face and then makes a purchase. Additionally they buy a few more items referenced from your other looks and ask for a tutorial to get delivered to them via text to learn how to wtxxnd these products in your own home.
This is just what active digital engagement seems like, in fact it is the kind of service that cutting-edge beauty stores happen to be offering. Augmented reality can allow brands to supply the type of engagement and personalization that customers want, thus securing sales and even more importantly, customer loyalty.
Even companies away from the beauty industry are able to use augmented reality to permit virtual try-on of jewelry along with clothing items. It is important to look beyond traditional kinds 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 additionally in a corporate level.
Traditional stores have a firm place down the road of shopping. Instead of awaiting customers to stumble across them, they have to actively introduce the consumer with their products in such a way that utilize technology to foster deeper engagement and a more personalized, connected experience.