SANTA MONICA, Calif. — Women are increasing the time they spend researching products and are enticed by samples, according to the findings of a new report by Total Beauty Media Group, a digital publisher of beauty and health content.
The new report, entitled "Get Added To The Shopping Cart: How Brands Can Better Engage Women Researching Products Online," provides insights on female shoppers, demonstrating how they engage with brands online.
“The beauty and health product category releases more than 3,000 products each year. Eighty percent are being sold in mass channel retail locations where there is little guidance, which is a great learning for many marketers who want to fine tune how they market to women,” stated Emrah Kovacoglu, founder and CEO of Total Beauty Media Group. “We conducted this research to provide brands with a deeper perspective on the mindset of the female shopper as she’s crafting her shopping list, since that's a critical point at which her purchase intent can be influenced."
The report outlines additional insights, including:
- Women spend 50% more time researching products online when those products are surrounded by related category content, such as editorial reviews or consumer ratings;
- 66% of women were brand-specific when they began their research;
- More than one-third of women could be enticed by a trial; 32% of women indicated that a sample served as a top influential touch point that drove their purchase; and
- “Top” products matter: 50% of products researched contained “best” rated or reviewed attributes.