Study: U.S. leads omnichannel shopping overall, but trails in many categories
NEW YORK — Thirty-seven percent of shoppers in the United States are shopping omnichannel, compared with 29% around the globe, according to a new study.
The study, conducted by GfK, found that consumers are "freely mingling" in-store visits, online product research and other information sources when making purchases. The extent of omnichannel shopping varies by category and country and appears tied to mobile device penetration. The study was based on 8,400 interviews in 14 countries.
"The future of shopping is already in full swing," GfK EVP shopper and retail strategy Alison Chaltas said. "Retailers need to embrace and market to shoppers’ fast-changing habits and preferences, providing a well-calibrated mix of information, service and promotion. It is also essential to have a unified message and brand across platforms."
U.S. consumers are most likely to combine online and in-person sources when buying consumer electronics, toys, clothing and home appliances, but OTC medications, food and beverages and cleaning products show lower levels, with less than 20% of consumers shopping omnichannel in those categories. Meanwhile, China is the leader in beauty and personal care, with 57% of consumers there shopping omnichannel; in that category, the United States is in fifth place, with 31%, tied with Bulgaria and Romania.
Globally, one-third of shoppers report using a mobile phone during a store visit to research prices, while 19% have actually purchased something with a smartphone, and 42% have made a purchase with a tablet, though the role of tablets appears to be mostly in the home.
"The holy grail in this new environment will be creating an integrated and consistent message to shoppers that you are ready to serve them wherever they go — in store, online and along the way," Chaltas said.
Sixty-four percent of U.S. shoppers cited a desire to see and feel products as a reason for choosing in-store shopping, while 63% said they were able to get products sooner. By contrast, 63% said they could save money or save gas money to shopping online.
"We clearly see that brick-and-mortar stores still matter for a variety of items," GfK EVP shopper and retail strategy Joe Beier said. "But the role of stores in the shopping and buying experience is changing dramatically. Retailers need to find new and different ways to draw people in, through value-added services and a truly shopper-centric experience."
Coty introduces new Katy Perry fragrance
NEW YORK — Coty has announced the launch of Killer Queen by Katy Perry.
"When I was creating Killer Queen, I was really inspired by the idea of a strong, confident woman in power, and that is exactly what I hoped to put into this fragrance, something that brings out the power inside of you,” Perry stated.
Playful and daring, Perry’s unbridled artistic vision bends the rules and breaks the mold with a vivaciously original spark. The new fragrance aims to capture her rebellious spirit, throwing convention to the wind.
"The Red Velvet Flower inspired this creation beginning with the richness of the burgundy red, the velvety feel reminiscent of a royal cape and its deep textured floral scent," added creator Laurent Le Guernec of IFF.
Inspired by a queen’s scepter, the jewel-shaped bottle in shades of royal red and gold portrays sexy sophistication and luxury, the company said. The faceted bottle rests languorously on its side, like a loose, precious gem fit for a queen. The regality of the bottle is enhanced with a rich gold crown showcasing a custom crest capturing Perry’s playful essence — regal cats, a music clef, hearts and a dagger.
"Artistic, creative and a consummate professional, Katy Perry has been an amazing partner to Coty," stated Steve Mormoris, Coty SVP global marketing. "Together with director Jonas Akerlund and photographer Tim Walker, Katy Perry helped us to create an incredible film and iconic visuals that will launch this fall when Killer Queen hits stores all over the world. We are thrilled to bring to consumers such an innovative campaign and fragrance."
Beauty.com to carry exclusive line of Erickson Beamon hair accessories for charity
BELLEVUE, Wash. and NEW YORK — Beauty.com, a division of DrugStore.com, is offering an exclusive series of bejeweled hair accessories from designers at Erickson Beamon to benefit GEMS, or Girls Educational and Mentoring Services, the online retailer announced.
One hundred percent of the proceeds from sales will go to this organization devoted to supporting victims of human trafficking. The four limited-edition designs are available while supplies last.
The four Erickson Beamon hair pieces range in design and price complementing a variety of hair styles this holiday season: Tropical Punch Butterfly, $130, is a multi-colored piece in the shape of a butterfly; Tropical Punch, $115, is an abstract, wing-shaped clip with bright jewels and rhinestone accents; Twister Sister, $60, is a spiked slide with clear and dark gems; and Deca-dance, $130, has a cluster of clear and dark gems with delicate chains hanging down.