Career paths and purchasing experience are at the heart of the beauty trade, for skin care products, cosmetics and perfumes, how to identify useful points of contact? When, where and how to activate them, what are shopper profiles? What are their motivations, points of satisfaction, irritants and areas for improvement? A summary of the results of a study conducted by POPAI to help brands and chains better understand the new purchasing paths.
The purchase is cross channel and multi devices, the store remains n°1
The consumer journey is no longer linear or unique. The purchase is cross channel and multi devices. With this survey, POPAI France (Institut pour le développement et la promotion du marketing point de vente) shows that mastering cross-channel, the Web and connected mobility stimulate in-store purchasing, which remains the main place of purchase.
This study, conducted by Béatrice Boussard, Associate Director Sens'O (retail consulting firm), was conducted on a representative target of buyers in the category. With one Quali phase out of 23 shoppers reporters in March 2014, and one quantitative phase out of 1067 buyers completed online in May 2014.
It deciphers new consumption patterns to reap the benefits while avoiding the pitfalls, identifying the points of contact by phase with their motivations, points of satisfaction, irritants and areas for improvement, and optimizing store efficiency in addition to other channels.
"The study'1,2,3 Contacts' marks a turning point in the consumer's knowledge of the purchasing process. This survey is valuable for both families of POPAI members. Brands improve the consistency and complementarity of their various information and sales media to attract and retain customers throughout their purchasing process. …
