More than half of Gen-Z and millennial online shoppers would buy more often from a beauty brand or retailer if same-day delivery were available, a new study shows.
55% of those aged 16-24 and 60% of 25-34-year-olds said this would affect their shopping choices, with 49% of older millennials (35-44) agreeing.
The option of same-day delivery is increasingly viewed as a given by these demographics, with 46% of 16-24-year-olds, 51% of 25-34-year-olds and 48% of 35-44-year-olds all now expecting to see same-day delivery as an option when shopping on the internet for beauty and cosmetics.
The survey of 2,000 UK consumers was carried out by delivery business Gophr and also analysed the wider market, finding that beauty and cosmetics brands in the US have made greater strides in meeting this demand.
Sephora, Ulta Beauty, multiple brands within the Estée Lauder Companies’ and Coty portfolios, as well as The Body Shop US, Anastasia Beverly Hills and Hourglass all offer same-day delivery, it said.
However, in the UK, only six out of the region’s 100 top beauty brands (Burberry, Byredo, Chanel, Diptyque, Jo Malone and SpaceNK) offer guaranteed same-day delivery, with 58 offering next-day as standard.
When it came to costs, Gophr’s research found that two-thirds (68%) of online shoppers in the UK were prepared to pay extra for same-day delivery on beauty products.
“The beauty industry is innovating at an incredible pace, giving consumers more and better ways to access products,” said Patrick Eve, CCO of Gophr.
“Social media influencers, augmented reality try-ons and online tutorials with clickable product links to create looks at home are creating a new set of expectations.
“Consumers see it and want it there and then, with products delivered directly to them in real time.
“However, most brands have yet to catch up with the immediate demand that their technology and marketing strategies are designed to trigger.”
