New research shows in-store testing is instrumental when buying beauty
In-store testing remains a vital tool when it comes to persuading consumers to spend on beauty goods, according to new findings.
Half of consumers cited testing products in-store as a key purchase factor – a number which rises to 63% of shoppers in the 25-34 age bracket and 58% of those aged 35-44.
According the the study of 2,000 respondents from the UK, US and Germany by retail innovation agency Outform, in-store testing is currently preferred to touchless technology, like augmented reality (AR), which just 21% of those surveyed said was important.
This number rises to 26% in the 24-34-year-old group, Outform added.
“Beauty brands were leading innovators during the pandemic. With sensory experiences effectively culled during lockdowns, they quickly pivoted to the next best options, from one-to-one virtual consultations to AR technologies. It was invaluable while shops were closed, but has also been a lifeline for those who were – and still are – more cautious of touch,” said Simon Hathaway, MD EMEA at Outform.
“But as the research shows, there is an appetite to reinstate the try-before-you-buy mindset,” he added.
“The next step for brands and retailers who dare to innovate will be turning this into a data touchpoint, so that they have a thorough understanding of customer expectations and habits, from how they shop all the way to their unique beauty regimes.”
Samples were also purchase levers for female consumers at 65%. Meanwhile a third of Gen Zers cited online make-up tutorials as important, and 36% admitted to using in-store digital displays.