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Shoppers buying beauty products online, study finds

05/06/2012 - By Frank LoSchiavo

More than half of consumers say their order personal care and beauty products online.

A recent study by A.T. Kearney indicated retailers that sell beauty products might realize success when they start offering merchandise online. In a survey of Canadian and U.S. consumers, 60 percent said they buy personal care and beauty products online. When asked why ecommerce was a popular channel for those purchases, respondents point to the ability to compare prices, select from a wide variety of items and experience greater convenience.

The study's leader Hana Ben-Shabat advised retailers to stop viewing ecommerce as an enemy, and instead start embracing the market as an opportunity to boost sales and develop a stronger brand image.

Some brands are bringing the in-store experience online by optimizing ecommerce sites for viewing on tablets and smartphones. In particular, tablets offer a highly interactive way for shoppers to browse products on ecommerce sites.

Beauty product retailers can use those capabilities to their advantage by developing content that's engaging and interactive. Dermstore.com and blush.com did just that by introducing tutorials, exclusive deals and launching breakthrough products on their website to encourage payment processing.

As the ecommerce channel develops and technology becomes more advanced, retailers might realize that a wide variety of products will be the perfect fit for ecommerce, and could serve as a way to boost revenue from the physical location's pos terminal.

Articles written by ChargeNational.com's editorial team. For more information, click here.

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