The French Federation of Selective Perfumery (FFPS) has just released the results of the second edition of its study conducted with the IFOP on customer behaviour in selective perfumeries. It shows that the digital channel and in-store purchasing are two complementary channels for the benefit of the customer.

This study was conducted with a nationally representative sample of 1000 individuals aged 18 years between March 21 and 23, 2018. The sample was structured according to the quota method.

Internet and retail: each with its own advantages

The study conducted by IFOP reveals that for 33% of respondents, the Internet is the preferred channel for obtaining information upstream and, above all, for comparing prices and finding the best offer.
On the other hand, for 73% of respondents, shops remain the preferred place for purchase when it comes to buy hygiene and beauty products.

While stores have been struggling for some time to improve their services, it is not surprising to see that 63% of the panel likes to go there to see the products in person and 43% to get advice.
On the other hand, 60% believe that the Internet is a much more practical tool in terms of price comparison.
According to William G. Koeberlé, President of the FFPS, consumers have become “omnichannel” and use the Internet as much as shops. In short, these two spaces have become complementary.

The motivations

But what are the criteria that drive customers to make a purchase, whether on the Internet or at the point of sale?

The survey indicates that among the 73% of people who finalize their beauty shopping in stores, 43% mention the pleasure of going to these places to enjoy the services, advice and entertainment regularly provided by the brands.
In addition, 44% explains that they need to touch, smell and test cosmetics before buying them. Shops are therefore the ideal place.

On the Internet side, online shopping aficionados explain why they prefer this channel.
60% of them mentioned attractive prices and 47% praised practicality. “This is especially true for products such as skin care, which are more suitable for re-purchasing than perfumes or make-up,” says the FFPS.

What about the Millenials?

Generation Y has again been examined in this study. Considered as hyper-connected, aware of the latest trends, it is a true “digital addict”.
Thus, the IFOP survey reveals that people under 35 years of age surf the web in search of the best offers but do not give up the shops.

Indeed, generation Y or not, cosmetics is above all a question of sensoriality and pleasure. Whatever one thinks, the Internet cannot replace all this. It is true that the advent of e-commerce has caused a retail crisis. But points of sale offer significant advantages compared to online shopping, and vice versa.
Finally, there is room for everyone and there is something for everyone!