Beauty Store Business

AUG 2014

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Beauty Culture 110 August 2014 | beautystorebusiness.com iStockphotos.com Webrooming Surpasses Showrooming The practice of researching products online before pur- chasing in-store (aka "webrooming") has surpassed its counterpart of showrooming, or researching in-store before buying online, according to Interactions, which provides innovative retail services and product demonstrations for retailers and brands. Interactions' second "Retail Perceptions" trend report, "The Rise of Webrooming: A Changing Consumer Landscape," found that while show- rooming remains popular among 76% of consumers, the emerging trend of "webrooming" is even more common, representing 88% of shoppers. According to the report, the top reasons people research online before buying in-store include: • 75% believe they can find the lowest price in-store • 72% prefer the online process for product comparisons • 71% prefer the experience of researching online The report also highlights why people research in-store before buying online: • 68% like to experience the product in person first • 48% believe they can find the lowest price online • 41% prefer to seek help from in-store associates during their research process The report also reveals where shoppers prefer to purchase specific types of products (whether in-store or online) and why active Internet users who don't shop online prefer not to participate in ecommerce. The report is based on primary research conducted by Interactions with the goal of helping retailers maximize the impact of webrooming, as well as helping them under- stand how it relates to driving sales in-store; essentially enabling retailers and brands to pinpoint what influences consumers both during the research and the purchase pro- cess. The full report is available at interactionsmarketing. com/retailperceptions. ■ Do you have culturally relevant information that our readers ought to know? Send it to senior editor Manyesha Batist at mbatist@creativeage.com. Mobile Ads Influence Shoppers Sixty-six percent of retail shoppers can be driven to a retail store by a mobile ad coupon; while 62% are motivated to purchase when ads are pushed while in-store, according to the "Engaging the Mobile Shopper" report from Fetch, a global mobile agency. The report's findings suggest that with the right approach, a mobile strategy will increase pre-store, in-store and post-store retail sales. Although mobile advertising is still in its infancy, one in four Americans has visited a store as a result of receiving a mobile ad. Additionally, 65% appreciate relevant mobile ads when shopping in-store, while 62% are motivated to purchase when they receive a mobile ad. In addition: • 65% of smartphone owners are more likely to click on a mobile ad that offers a coupon to a nearby store • 54% say that it is useful to receive mobile ads based on their smartphone's product search history • 45% of consumers are more likely to click on a mobile ad that is applicable to their location What kind of mobile ads are most likely to drive users to a retail store? • 66% of smartphone users answer: mobile ads that include products relevant to them • 66% say mobile ads that contain coupons or promotions • 25% say mobile ads that are relevant to their current location Subsequently, 65% said that they appreciate mobile ads delivered to their smartphones while they are in the appropriate store; with 61% admitting that a mobile ad including a coupon would motivate them to make an in-store purchase. In-store: • 65% would appreciate mobile coupons being delivered when they are in-store • 54% of users would like to receive push notifications about current in-store promotions Social media: • 42% of consumers have become interested in brands based on a social-media post • 26% say they post on social-media platforms about brands they purchase from: 37% write positive reviews; 24% write complaints; 34% share a promo- tion or coupon Push notifications appeal to shoppers as a method to stay engaged; with the following types being most well-received: • 56%—notifications about products they are interested in • 24%—notifications that are relevant to their current location B e a u t y C u l t u r e 8 1 4 . i n d d 1 1 0 Beauty Culture 814.indd 110 6 / 2 6 / 1 4 4 : 5 5 P M 6/26/14 4:55 PM

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