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The cosmetics industry (like most others) has been dramatically impacted by COVID-19. This is hardly surprising, given how cosmetics retail stores were traditionally positioned to encourage consumers to touch and feel all products on display. Naturally, consumers are no longer willing or able to swatch testers that have been previously touched by multiple others.

A recent study conducted by Influenster found that up to 25% of consumers will not return to in-store beauty buying. Considering that in-store shopping accounted for up to 85% of beauty-related purchases pre-pandemic, this is a significant hit for the industry as a whole.

Nowadays, consumers have no choice but to shop for beauty products online. Despite the forced shift to online channels, this has not been sufficient in offsetting the losses that the closure of physical stores has caused. Why? Brands are not bringing one of the most essential elements of their in-store experience to the online channel – the human touch!

Beauty buyers heavily rely on retail staff for product advice and testing. The solution? Brands must strengthen their digital channels and bring the in-store experience online. MARIONNAUD has done just that, with great success. The results speak for themselves: 36% more is spent by consumers and customer satisfaction averages at 94%, and some of our clients are reaching over 20K calls per week.

Implementing digital solutions, such as live shopping, is not merely a short-term solution. It is a long-term brand transformation that curbs consumers’ anxieties about in-store beauty buying. Retailers like Marionnaud, who embrace the kind of technology that bridges the gap between the physical store and the online channel, are certainly geared to thrive (and delight customers) in the new world.

#goinstore #letsgo

“By partnering with Go Instore, we’re able to deliver the same level of expert advice and guidance regardless of how customers interact with us. We couldn’t be prouder of our store colleagues, so this a perfect solution to continue driving our pet care experience forwards. Go Instore's live video solution has helped Pets at Home deliver for our customers when and where they need it the most. As a pet care business that offers a wide variety of services and product solutions, we want to create a joined-up pet care experience so that our customers know they will receive the same great level of service however they choose to shop with us.”

“90% of customers want to sit on a sofa before they purchase it. This isn’t always possible due to the often remote locations of our stores. Go Instore’s one-to-one solution has enabled our customers to trust the sales expert on the other side of the line to test out the sofa for them before completing their purchase. Our Sofologists are able to create an instant connection with customers and remove any friction from the buying journey.”

“Cycle Show, one of our biggest marketing exhibitions, was cancelled due to the pandemic – so we decided to take it online with Go Instore. The reach exceeded what we would expect to see at the in-person show with tens of thousands, possibly even hundreds of thousands, tuning in. ShopStream is the best way of leveraging our top of the range showroom and committed store staff to build a true omnichannel business that millions of customers around the world can enjoy.”

“Our M&S Video Expert service helps us to offer our customers flexible, easy and rewarding shopping experiences whether they choose to shop online, in-store, or both. We are building a shopping experience that’s fit for the future as our colleagues offer the same renowned experience expected in-store, to online customers, having started on Furniture, we have expanded to menswear and will launched on Lingerie in September 2021.”