Don’t believe everything you read — some consumers want to be left alone. According to the latest research conducted by Automat in conjunction with Wakefield Research, two-thirds of beauty shoppers prefer to be left alone while perusing in-store. This is a stark contrast to regularly floated recommendations that propose to grow revenue, consumers want — and need — to be engaged across every touch point, especially when in a physical location.
“Beauty consumers are really struggling to make sense of which beauty products are right for them. It’s ridiculous that consumers in this day and age have to expend so much time and effort to complete beauty purchases,” said Andy Mauro, chief executive officer and cofounder of Automat. “New conversational artificial intelligence technology and virtual beauty advisers make it possible to cut through this complexity and provide the ease of use, convenience and personalized experiences that consumers so clearly need and want.”
With that, the research found that half of consumers are likely to consult a virtual beauty adviser if available.
To gather the insights, Automat and Wakefield research conducted an online survey among 1,500 U.S. female beauty consumers between the ages of 18 and 65 with an annual household income of $40,000 or higher. The women were also mobile phone users and had Facebook Messenger installed on their devices. To qualify, the women had to have purchased beauty items in the last three months.
The beauty market is increasingly saturated with new products. Beauty brands might be shooting themselves in the foot with these excesses. According to the survey results, 70 percent of beauty consumers are overwhelmed by too many beauty product choices — 63 percent are confused by the beauty product claims, too.
This has largely contributed to consumers’ tendency to deeply research products prior to purchasing. “Over two-thirds of beauty consumers perform extensive online research before making purchases,” a report detailing the research said. “The most common purchase behavior is researching online and purchasing in store.” What’s more, 71 percent of consumers use their smartphones to research items while standing in front of a shelf in store.
Simple messaging will behoove beauty brands and retailers. Breaking down in bite size benefits of products or ingredients will enable shoppers to remain more present throughout the in-store shopping experience. As consumers continue to refer to their phones rather than store associates, offering intuitive services — think, Wi-Fi — will go a long way.
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