Consumers are using a wide range of sources for beauty and grooming information. Whilst stores remain the primary channel, with 50% of BPC consumers getting beauty/grooming information in-store, online’s influence is growing.
Covid-19 will encourage this shift as consumers who otherwise would have sought advice and expertise in-store will be forced to look for online alternatives.
As a result, retailers to date have fuelled investment into both instore and online customer services as separate entities. However, more emphasis needs to be placed on connecting the two channels.
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Written by Samantha Dover, a leading analyst in the beauty and personal care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
In search of impartial advice without pressure to purchase, BPC consumers are turning to the online channel for beauty and grooming advice and expertise. The Covid-19 outbreak will accelerate this shift as retailers placed their online services front and centre during the lockdown.
Going forward, stores will continue to play an informative role in the BPC purchase journey, but there will be a need to leverage technology to ensure the in-store customer service proposition remain relevant in a post-Covid-19 world.
For more information on Mintel's report, click here.
