For the second edition of its survey of this sector, Observatoire Yuseo has asked again 600 on-line female buyers to test the websites of three French retail brands (Marionnaud, Nocibé and Séphora). Further to the differences with the 2010 results,this study is a means to assess whether the on-line merchandising of these brands, renowned for their management of the customer/brand relationship in the “physical world," is appropriate.
Press release
During the past six months, beauty, hygiene and health products have a 23% share of all the sales on the Internet (source: Baromètre Fevad Médiametrie/NetRatings 2011). However, as for many expenditure items, the “average” budget of consumers has declined.
In this context, the market positions of the three main French brands – Marionnaud, Nocibé and Séphora – are especially important, either in terms of attractiveness or, above all, of customers loyalty.
To enhance the understanding of the sector, the on-line buyers have also given their feed-back about their experiences, the image and the loyalty mechanisms of the brands which they are customers of.
Thus, added to the focus on the benchmark, the Sephora, Marionnaud and Nocibé female customers tell about the most important points of their preferred brand…and some surprises along the way.
Feed-back about the experiences of customers in retail shops and on the Internet
More than 2,600 female customers have given their opinions during this step of the survey. About their experiences in the retail shops, 76% of the Sephora customers finger out the wide choice of products meeting their expectations. This figure lowers to 55%, for the Nocibé customers, down to 48% for Marionnaud.
Another …
