8 Min Read |
Stores in some parts of the world are, at last, opening up again. But while beauty brands may be keen to get back into physical retail spaces, beauty buyers aren’t quite so enthusiastic. A recent survey by Influenster, showed 24% of shoppers said they wouldn’t go back to shopping in-store for their beauty products. With the risk of virus transmission being the key concern, 30% of the survey respondents did say they’d be more likely to go into stores if brands stopped offering product testers. But the reality is that just one small change won’t be enough to entice wary shoppers back through the door.
So what can beauty brands do to make consumers feel comfortable in brick-and mortar environments? And even more than that, what can they do to make going to a store worth the stress and/or risk, when online shopping is increasingly seamless and convenient?
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Updated July 2021