长沙USDT优惠活动|【唯一TG:@heimifeng8】|Telegram账号盗取破解技术✨谷歌搜索留痕排名,史上最强SEO技术,20年谷歌SEO经验大佬✨Interactive experiences a must for in
Nigel TAYLOR Published
March 12,长沙USDT优惠活动 2025
Just how important is it for consumers to have in-store support to get a new beauty purchase just right? According to new research, it’s key for just about everyone. But are brands and retailers providing the right back-up to get them there?
Shoppers, we’re told, “have a preference for discovery-led, high-touch and interactive experiences in-store” as they seek out ways "to cut through confusion in the beauty category and overcome choice paralysis”.
And before committing to buying a new product, 92% of beauty shoppers say they want to test and try it out in-store and, while for 86%, options to consider and compare products are also important, up 3% on last year.
The findings are part of a study conducted by retail innovation agency Outform, which explored the changing habits of beauty shoppers over 12 months from 1,000 respondents across the UK, US, France and Germany.
However, the survey also reveals that beauty brands and retailers “are falling short of delivering either the knowledge or experience in-store shoppers are looking for”.
Some 58% beauty shoppers arrive in-store with a shortlist of the products/brands they would like to consider, but 31% are frustrated when unable to do so. And 54% want to see brands and retailers provide better access to experiences that allow trial and testing out of products.
Digital experiences are seen as a key enabler for “mission-driven shoppers” who believe they can bridge the knowledge gap and provide a rounded and more complete in-store experience.
So 85% of beauty shoppers say digital interactions, including digital screens, QR codes and Augmented Reality (AR), can help them explore new products and better understand features and benefits, up 6% on last year.
Meanwhile, a lack of education and access to expert advice in-store are also preventing shoppers from completing their shopping missions. Two-thirds (67%) of beauty shoppers are inspired when shopping in-store, yet 39% feel there’s not enough guidance or education around products.
Two-thirds (65%) also consider expert advice important when making a purchase decision, yet 35% say they can never find a member of staff to help.
And 83% expect digital screens to help product exploration in-store, up 10% on last year, while 72% would scan a QR code and share personal data to obtain a product trial.
AR experiences are also valued, with 49% of shoppers citing the technology as important to access while shopping in-store, up 11% on last year.
Clare Cryer, VP of Growth, EMEA at Outform, says: “2025 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.”