Béatrice Boussard, Founder & Manager of Sens'O, a retail marketing consulting firm, conducted the study "1, 2, 3 Contacts" Beauté on behalf of POPAI France, the French institute for point-of-sale communication and advertising. It analyses the impact of new cross-channel purchasing routes on the action plans of brands and brands in order to rethink their priorities at points of sale. While the store is at the heart of tomorrow's business, she recommends 6 levers to activate;
Retail marketing becomes a marketing of the buying experience, in cross channel. It's about playing the conductor to tell the right story, through the right channel, at the right time. Today, shoppers are evolving faster than retailers or brands, adopting new practices right from the research phase. The store remains at the heart of the device but is associated with digital to evolve towards the concept of increased store. An increased store offers, and in freedom, by proposing several modes of access.
Thus, Auchan, Darty or Fnac offer on certain products the 3 modes of access: buy online and withdraw in store, buy in store an offer present on the Internet and have it delivered, reserve an offer online then validate this choice and pay in store. This booking concept would be used by 69% of Beauty customers surveyed (including 73% for perfume buyers).
The store is also increased in its emotional and relational functions, the main added values of physical places. This study on beauty shows that the visit in store is carried notably by product testing and advice. We must therefore already be very effective on these two attributes. With the simplicity of the click on the Web, …
