In-Store Beauty Purchases: How crucial is it for customers to have access to in-store assistance when making a new beauty purchase? Almost everyone needs it, according to recent studies. However, will they have the proper support from brands and merchants to reach their destination?

As they look for ways to “get past the beauty category’s confusion and overcome choice paralysis,” shoppers “have a preference for discovery-led, high-touch and interactive experiences in-store,” according to the report.

In addition, a whopping 92% of beauty shoppers like to try goods in-store before making a purchase. Additionally, 86% of shoppers, a 3% increase from last year, value the ability to consider and compare items.

Outform, a retail innovation consultancy, surveyed 1,000 consumers in the United Kingdom, the United States, France, and Germany over the course of a year to see how their beauty shopping habits changed.

Retailers and beauty firms “are falling short of providing either the knowledge or experience in-store shoppers are looking for,” according to the poll.

Even while 31% of beauty consumers get irritated when they can’t find what they’re looking for, 58% of them come to the store with a list of potential brands and products to examine. Additionally, 54% would like it if brands and shops made it easier to try things out.

There is a belief among “mission-driven shoppers” that digital interactions can help close the knowledge gap and give customers a more comprehensive experience when they are in-store.

This is a 6% increase from last year, as 85 percent of beauty consumers believe digital interactions, such as digital screens, QR codes, and Augmented Reality (AR), may assist them in discovering new products and comprehending their advantages.

At the same time, customers aren’t able to finish their shopping missions due to a lack of knowledge and in-store professional help. Although 67% of beauty buyers find inspiration while buying in-store, 39% feel that there is a lack of product education and guidance.

While 65% of consumers value expert guidance when making a purchase, 35% report that they are unable to locate a helpful staff member at any time.

In addition, 83% anticipate digital screens facilitating in-store product research, a 10% increase from last year, and 72% would scan a QR code and provide personal information in exchange for a free trial of a product.

Additionally, augmented reality experiences are highly valued; 49% of customers, an 11% increase from last year, say they rely on the technology to access in-store purchases.

In 2024, the beauty industry is poised for a paradigm shift, according to Clare Cryer, VP of Growth, EMEA at Outform. With the introduction of AI-powered beauty tools, consumers will have access to unprecedented levels of customization, which will in turn fuel an insatiable appetite for knowledge.

“Shopping experiences in-store will play an increasingly important role in promoting innovations in the industry and guiding customers through any possible ambiguity.”