A new study carried out by A.T. Kearney has revealed that while beauty shoppers tend to be loyal to brands, that loyalty doesn’t extend to the online retailers they use to purchase favourite products.
More than two thirds of US shoppers use four or more websites to purchase beauty and personal care products, with the likes of Amazon and Sephora leading the score of online retailers.
The research was collected from a survey of 800 women who regularly buy beauty products online, and over 55% of respondents confirmed that they use multiple websites to shop and browse products while staying brand-loyal.
A.T. Kearney has said the study “clearly indicates that consumers have mastered the art of omnichannel” with author of the study Hana Ben-Shabat adding that “The growing challenge of loyalty, the daily demand on retailers and brands to deliver a seamless experience between online and offline, and the need to ‘give up some power’ to new sources of influence are indicators of the current state of the beauty industry.”
The study also showed that competitive prices, free shipping and site security were the top three influencers in online beauty shopping.
