Red Ant research offers insight into direction of beauty market and what motivates customers to buy
Many of today’s beauty shoppers say brands don’t know them well enough to make the right recommendations, according to research by Red Ant.
Its survey of 250 people found that 74% feel retailers don’t seem to have access to enough information about them and what they like. 18% of that number believe retailers are focused on selling products rather than finding out what they need.
Most of the beauty customers surveyed buy products at least once a month (53%), with 51% seeing them as a necessity that they can’t do without.
The research also highlights customers’ desire for personalisation, ranking the top five things that beauty brands should know about them to be able to offer relevant and budget related deals:
Skin type and problem areas to be recommended the right product
Budget and usual spend to be recommended offers and products within the price range
Previous purchase history, to receive reminders of products on offer/back in stock
Suitable colour preferences and palettes
My customer history, to benefit from any loyalty offers
With annual revenue exceeding £75 billion worldwide and market growth at over 16%, beauty and cosmetics continue to be big business, bucking the trends for slower growth experienced by other industries.
Post-pandemic investments in luxury in-store beauty are driving the need for more immersive experiences, such as clientelling, where store associates guide consumers through their browsing and buying experiences online and in-store, alerting them to new product launches and events, and making data-driven recommendations based on previous purchases.
Sarah Friswell, CEO at Red Ant, says: “To identify what consumers understand about data driven customer experiences, we asked our respondents how they felt about retailers’ ability to make the right recommendations for them.”
“Beauty shoppers want brands to do the work for them and advise suitable products for their skin and skin tone. For the first time, cosmetics for men has been raised as an area for consideration, with a focus on their need to be seen, heard and made welcome as part of the shopping experience.”
“Retailers looking to engage customers across the ever-broadening spectrum of beauty shoppers should be ready to elevate their in-store experiences with comprehensive clientellng and intelligent insight which will deliver the personal touch for every customer at every stage.”
Wizz Selvey, a Top 100 RTIH Retail Technology Influencer and consumer and retail trend analyst, says: “Getting closer to the customer and being able to offer them a truly personal experience is at the heart of increasing engagement, conversion and loyalty.”
“This is especially true for beauty customers – they’re looking for something they just can’t get online, and Red Ant’s survey shows that they really care about being made to feel special when they visit their favourite brands.”
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