While the internet continues to change the purchasing behavior of consumers, the second edition of the French Federation of Selective Perfumery (FFPS) study carried out by IFOP on the customer journey reveals that far from being opposed, stores and the Internet confirm their complementarity in the path and experience of buyers of beauty products (perfumes, care, make-up).
- Almost 2/3 of customers mainly shop in-store to view, test products and benefit from advice.
- Internet is the ideal channel to compare prices (60%) and benefit from promotions (47%).
- Click & collect is now part of the customer journey (31%) combining online purchase and in-store collection.
- Young people (under 35) are very fond of the store. 49% prefer it for advice.
Internet and stores strengthen their comparative advantage
If for 33% of French people, the internet is the privileged point of contact for information upstream of the purchase and in particular to compare prices (49%), stores remain for 73% of those questioned, the favorite place of purchase , whether it is make-up (71%), perfumes / eau de toilette (74%) or body and face care (74%).
By comparing the results of the previous study conducted in 2016, the strengths assigned to these two channels are reinforced. 63% of French people prefer the store to see the products (58% in 2016), 43% to benefit from advice against 34% in 2016. 60% prefer the internet to compare prices vs 50% in 2016 and 47% to buy when they want it (+8 points vs 2016).
“ Our customers have become omnichannel! this is how, far from replacing each other, the two channels add up. They are now complementary ”, notes William G Koeberlé, President of FFPS and FEPD *
Among the 73% of customers who finalize their purchases in-store, in addition to the advice/services/animations that 43% of respondents boast (compared to 34% in 2016) it is the imagination that develops beauty products (see, feel, test ...) that pushes them to act on the points of sale for 44% in-between.
"Informed in real time through the internet, customers who walk through the door of stores are looking for a real product staging and a personalized experience," comments William G Koeberlé.
And among those who make their purchases on the web, 60% mention interesting prices (10% more than in 2016) and 47% (8% more) to praise practicality. This is especially true on products such as treatments, more suitable for re-purchases than perfumes or makeup.
Millennials keep on shopping
Hyper-connected, the population under 35, always looking for low prices and promotions on the web, continues to crisscross the stores to make their purchases of beauty products and to have fun there.
The reasons mentioned: for 68% in between the possibility of seeing the products (against 61% for those over 35) and 49% being able to test them (43% for the other generations).