Beauty Store Business

FEB 2019

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Page 38 of 51 | February 2019 37 digitalized experiences address consumer frustrations with traditional messy and unhygienic testers." She explains that AR and AI technologies will optimize in-store experiences, in part, as shoppers rely on virtual experiences for trying on product. Hello, Responsive Store Environments: Greene emphasizes that the stores of the future won't require computer screens, but- tons and the technological characteristics we engage with today because high-speed internet will enable anything to become a connected interface. "We're starting to see the way technology looks in environments that shift to something more thoughtful and ambient. We can talk to machines, we can voice activate things–and all incredibly fast. So, in terms of a beauty store, you won't need counters. You won't need the traditional interfaces because the whole environment will be connected and responsive to you," she explains. Customer Service Will Get Even More Personal: A variety of technologies, includ- ing gesture recognition and voice-enabled devices, will support both salespeople and customers with individualized customer support. Subsequently, they'll also influence and embolden purchase decisions. "The capability that 5G offers continues to make AR and AI innovation a pivotal piece of the consumer shopping journey, [and consumers] will rely heavily on virtual experiences when making purchase decisions," Chang explains. Shopping Will Become Markedly Communal: 5G will enhance the collective beauty experience. "Influencers will still be important, with an increased emphasis on live-streaming. But the increased bandwidth of 5G will also make micro communities–the customer's friends and family–an increasing part of the experience through one-on-one and group video chats. This will create the intimacy of shopping together without needing to be together physically," Kramer explains. Store Environments Will Facilitate Shared Experience: The store environment will eventually accommodate customers' digital interactions with friends and family. "Store design will be challenged to give people the space to integrate their com- munity into the in-store experience without intruding on one another," says Kramer. "One can imagine booths that [more privately allow people to] get advice from friends, live-stream a how-to and use AR to [explore a new look]. How will a store look? How will the space be used now that you can combine physical and virtual spaces? I think we'll have a hard time recognizing the in-store experience five years from now." THE FUTURE OF RETAIL The reality is that these advancements will be the new norm in shopping and retailing. As such, consumers will expect the conveniences and personalization they offer–they will determine how and where beauty consumers shop. Nevertheless, retailers with smaller budgets shouldn't worry about the current costs and other barriers to mass employment of digitalized experiences. As Kramer puts it, with proliferation comes democratization. "[Companies at the forefront of tech innovation] will face competitors who take advantage of the critical mass and reduced development complexity created by ubiquitous high- speed access," he says. And Greene adds: "With every iteration of technology, the barriers of cost come down. So, it [won't] require the same investment as it may have in years past to keep the pace." For now, smaller retailers can position themselves competitively by investing in app development, including AR and engagement, says Kramer. He foresees customers spend- ing more time on their own devices in-store, thanks to 5G. And this creates an opportunity for stores to stay connected to customers wherever they are. "5G will only accelerate what's already happening: Customers want to interact with physical products and their own devices. The key will be to integrate the customer's device into the shopping experience," he explains. "Creating per- sonalized, immersive experiences can no longer be separated from the customer's device, even in the store." ■ Manyesha Batist is a freelance editor and journalist based in Denver, CO. EZ Mist™ Choose from several stock imprints or create your own Powder Spray Applicator More hygienic for powders Wall Bracket Blow dryer holder 13.6 oz. Clear Bottle with Pump Ideal for lotions and soaps 1920 Linwood Ave. Toledo, OH 43604 (419)241-1113 • (800)537-4786 Why create a private label? Your products are seen by countless individuals every day and a private label helps direct them to you. It also helps ensure that you get more repeat business since YOUR brand and YOUR company information is on the product. Would you rather buy a product with no labeling or one that tells you exactly where it is from? PRIVATE LABEL IMPRINTING Beauty Barber Nail & Spa

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