Interactive digital experiences key to increasing beauty retail

Would offering clients the chance to try products before buying increase your retail sales? New research suggests that 92% of beauty shoppers want the opportunity to test and try out a new product before committing to buying.

Plus, a large majority (85%) think that interactive experiences using digital tools help them to better understand product features and benefits, whilst around half consider digital screens, QR codes and Augmented Reality (AR) useful when making a decision on which beauty products to purchase.

Part of a study by retail innovation agency Outform exploring the changing habits of beauty shoppers over a 12-month period in the UK, France, Germany and the USA, the findings show that beauty retailers are falling short of delivering the knowledge or retail experience that clients are looking for. Over half (54%) of beauty buyers would like to see brands and retailers provide better access to experiences that allow consumers to trial and test products.

However, that's not to say that experts with professional knowledge don't still have a role to play when it comes to retailing products. Two-thirds (65%) of respondents consider expert advice important when making a purchase decision.

Commenting on the research results, Clare Cryer, VP of Growth, EMEA at Outform, says:

Clare Cryer, VP of Growth, EMEA at Outform, says: “2024 is set to be a game changer of a year for beauty. The arrival of AI-driven beauty tools is about to open up a whole new world of personalisation for shoppers and drive the demand for discovery and understanding to ever greater heights. 

“In-store shopper experiences are going to become even more central to communicating the sector's innovations and crucial for ensuring shoppers can navigate their way through any potential confusion.

It bodes well that shoppers already recognise the value of digital interactions for experience, exploration and education. It's now up to us all in beauty to get the content right and deliver the relevant interactions beauty shoppers want, on their terms.”