Investment in technology by larger cosmetics companies has led to a digital transformation in the sector, allowing brands to flourish and making technology a core part of the industry's strategy.
FREMONT, CA:The cosmetics industry has been a physical retail experience for a very long time. Sales assistants at department stores are ready with samples geared toward enticing the customers’ senses. However, investment in technology by larger cosmetic companies has resulted in a digital revolution in the industry while allowing emerging brands to flourish at the same time. These significant changes indicate that technology is a core part of the industrial strategy, and other industries should be keen to follow.
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The In-Store Experience
Sales assistants have become beauty experts and are on hand to deliver customers on-the-spot tutorials, advice, and makeovers to build brand authority on products and elevate sales and customer loyalty. Data capture cards have been replaced with loyalty schemes where customer information is obtained at POS tills during transactions. The practices can be seen in almost every stand-alone cosmetics store, but new developments have been implemented, and the customer interaction face has changed again.
There are beauty workshops where customers can sit at digital workstations and watch video tutorials of the latest makeup techniques or have group beauty tutorials using different products. This shift in customer engagement educates consumers about the brand while giving them all the information they need about the product and how to use it.
