We have just concluded the roundtable on The Future of Beauty Brick & Mortar Retail at @innocos REBOUND summit. And it was amazing and dynamic! The thought leaders, who shared their experiences and observations were: Michelle Pacynski, VP, Digital Innovation of ULTA, Annie Jackson, co-founder and COO of Credo, Deborah Weinswig CEO and Founder of Coresight Researchand and Sonia Summer, Founder of Beauty Barrage.
The conversation was enlightening. Here are the main takeaways:
Work in new realities without proper testing of beauty products, social distancing, masks and limited capacity – difficult, challenging and costly;
After three months of lockdown, beauty consultants and staff need to be re-educated;
You need to be flexible to respond quickly to customer requests (home delivery, curbside pick up, selfcare tutorials)
The combination of digital instruments – augmented reality, mobile applications and offline experience should be seamless.
More interactive options available in the field of sales – smart mirrors, chat bots, consultants with diagnostic tools especially for skincare, estheticians as consultants.
While the virtual reality taking over the makeup testing, then to facilitate skin care products sales there should be more on-line streams, consultations with specialists and devices for skin diagnostics;
Seamless combination of online and offline;
Patience, empathy, speed of action, partnerships and collaboration – the key to survival in new realities.
Have you been to the beauty store lately? What are your feelings? And if you work in a store, what are your ideas?
*The full round table video can be viewed in the Beauty Influence Network site here>