Since confinement, many consumers have converted to Internet shopping. There are many reasons for the desertion of shops, but it is important to breathe new life into physical distribution, as it is essential for the good health of cosmetic brands. During the e-Journée de la Beauté organized by the CEW, Leïla Rochet-Podvin, founder of the agency Cosmetics Inspiration & Creation, presented some ideas for reinventing in-store sales.
“The aim of my speech is to take you on a journey around the world and to give you examples of what is being done elsewhere,” says Leïla Rochet-Podvin. But let’s take the time to analyse the paradox in which our society is evolving. We’re both in a state of hyperdigitalization, but also in a quest for humanization. People are looking for practicality, speed and efficiency. They want physical contact, interaction and to get closer to their own.”
Contradictory? According to the expert, the values of humanization and digitalization have always carried the retailer and the consumer’s journey is marked by these two great influences. The use of digital has been unavoidable since the beginning of the coronavirus crisis.
Internet searches have increased by 70%, the use of social networks such as Instagram or Tik Tok has also exploded.
“Commerce has developed on these platforms during containment. Sephora US now uses Instagram to sell its products directly. We have also seen a lot of ‘touchless’ solutions appear: click and collect, online payment or payment by PayPal to avoid any risk of contamination. Another new feature is the ‘layaway payment’ or the spreading of the amount due over several months. This …
