E-commerce is maturing. Personalisation, better online features and functionality are offering consumers more engaging content across multiple devices, helping customise options and make better buying decisions. Savvy brands are now exploiting technical advances to provide consumers with a seamless online experience. The digital landscape continues to evolve, providing consumers and brands with the opportunity to capitalise on new technology. Whatever your digital strategy may be, it is vital to invest in doing it well so that your online presence represents a true reflection of your brand and its values. Failure to invest can lead to a negative brand perception, creating barriers to conversion in an already crowded market.
The online beauty market grew 21.1% from 2012-13 to an estimated £734m: digital is transforming the retail experience with e-commerce expected to account for 23% of all UK retail sales by 2016, the greatest penetration of any mature market.
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