integration of the beauty segment in their physical stores
© A new trend for retailers: integration of the beauty segment in physical stores
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Retailers have implemented a new trend marketing strategy of incorporating the beauty segment into their physical stores. In effect, is an online retailer that has taken the initiative to integrate its beauty section into its physical store. A marketing strategy that has seen tremendous growth and is now being adopted by retail fashion retailers. In this article, learn about the benefits this new trend marketing strategy brings to retailers, customers and consumers, as well as the key factors to consider when implementing a beauty integration solution.
Benefits for retailers
Integrating the beauty department into physical stores has many advantages, especially for retailers.
Delivering a better customer and consumer experience
As high-end brands combine fashion and beauty products, fashion retailers have also benefited from this omnichannel marketing strategy. The latter is set to provide customers and consumers with a superior shopping experience. Some ready-to-wear companies have expanded their beauty and grooming ranges through stores and distributors around the world, such as:
- Nail polish;
- Eye shadow;
- luxury perfumes;
- facial cleansers;
- Body creams.
Customers and consumers will then be able to find luxury beauty, care and cosmetics products in one store alongside fashionable clothing.
Surplus income for retailers
This new multi-channel marketing strategy brings fashion retailers a significant revenue stream in their sales. In other words, stores that have adopted this trend strategy have become a luxury retail brand for the company that owns the product. In addition, the cost of cosmetics is lower and the requirements for storing products are reduced.
Did you know? According to the expert’s report, the cosmetics market sector is expected to reach 758.4 billion dollars in the coming years.
Not surprisingly, retailers are struggling to get a piece of this new market strategy and enjoy a significant competitive advantage over their competitors.
Improving the image of the brands and products sold by the retailer
It’s not just the retail store where customers and consumers are reaping the benefits of this new strategy. Indeed, companies that own luxury brands sold in these stores also benefit from this trend strategy.. By integrating luxury beauty items into the retail store, retailers can enhance their brand image and strengthen their relationships with their customers. In turn, the latter will convey the quality of their purchase to those around them on social networks. Brands will then gain popularity and customer retention can lead to long-term sales and huge profits for retailers.
Factors to consider when combining beauty
Integrating the beauty department can bring many benefits to retailers, but it also comes with risks. Therefore, retailers should consider several factors before including a beauty department in their store.
Selling products and articles that can attract potential customers
Retailers must exercise good judgment and ensure that the cosmetic products offered for sale and integrated in their stores are sought after by potential customers. Likewise, it is important for retailers to choose cosmetics that match their brand’s omnichannel marketing strategy and customer category.
Effective management system in case of product stocks
Retailers needed Focus on developing an effective inventory management system and ensuring their stores have enough space to store and display their cosmetic products. In addition, retailers should ensure that store staff receive the necessary training to promote cosmetic products and provide an optimal customer experience.
Here are some expert tips for retailers looking to start this multi-channel marketing strategy
Here are some tips from a well-known marketing expert to help retailers who want to start integrating beauty segments into their stores:
University of Toronto marketing expert and associate professor Dr. According to Amy J. Muise, “Retailers should focus on integrating premium cosmetics and name brands into their stores. This will allow them to attract more customers and strengthen their brand reputation.”
“Retailers should also focus on using mobile technologies such as virtual assistants to deliver a personalized and optimal customer experience,” said Dr. Muise added.
Integrating the beauty segment into a physical store can be very profitable for retailers specializing in the fashion sector.. Stores that want to adopt this trend strategy for the first time should start with products from brands that cross-sell to the customer.
