Shopping health and beauty online
In the first DSN/C2B Mobile Insights report, we examine what consumers think about shopping for health and beauty online vs. brick-and-mortar retailers. Overall, nearly 8-of-10 consumers bought health-and-beauty-aid items online in the past year. Did they leave your store to buy? Did they use their smartphones to make a purchase and use YOUR STORE as a “showroom” for ANOTHER RETAILER’S website?
1) Have you purchased a health or beauty product online in the past year?
2) If yes, where did you make this/these purchases?
Other responses included: Bath & Body Works, Blackmilk Clothing, Cabella's, Clinique, Vitamin Shoppe, Natural Remedies, Sephora and Bestbuy.
3) In comparison to shopping at an actual retail store, how would rate your online purchasing experience on a scale of 1-10?
4) In your own words, what are the pros and cons about shopping for health and beauty online?
| PROS: • Easy checkout. • Less hassle. • Easy to find products. • Better prices • Ease of delivery and saves time. • No need to drive to the store — saving time and money on gas. • Easier to compare prices all in one place, and make sure I get the best deal. • You can read reviews and product descriptions. • I find that I get a larger size product for same price or less online vs. the store. • They package it very well at Amazon! • You run more of a chance of your product being in stock online. • ...If it's a rather "sensitive" product, no embarrassment or feelings of "everyone's watching me.” • ...Find rare products that are harder to find. • It’s cheaper, but you have to watch to make sure you aren't buying trial sizes. • Can buy anytime. • Not having to deal with annoying sales people. | CONS: • Multiple responses: “No cons.” • Shipping and handling isn’t always dependable. • Returns can be a hassle. • Online charges can be in error. • Reaching customer service isn’t always a good experience. • Not being able to actually see/try/test product. • Waiting for delivery. • Inability to see color exactly (for makeup shades, for example, which is huge issue). • Sometimes when the items arrive, it's disappointing to see what they actually look like. • The only thing that matters to me is that, from a store you get the product right away. • I haven’t had a bad issue yet, other than a leaky product • Shopping experience is not comparable to an actual nice store, like Sephora or Macy's Estee Lauder with a person to help you. • Prices are usually better in store, and I always have coupons to use. • Usually you can only use one coupon per purchase, as opposed to a store where you can usually stack different coupons for one item. • Shipping costs! • You cannot feel the texture or formula of the product either. • Less selection. • Misleading on-line product photos -- certain elements hidden or very small. • Not able to get the advice you would get shopping at a store. • Cannot test products out before purchase. • All online purchases seem to include the risk that your data will be shared or somehow leaked to merchants/companies who want to sell you something or worse. We need to constantly weigh the trust we experience in the merchant we are shopping with in to our decision to buy. • Wait times — when I go to buy shampoo, it's because I am out and need some right away. |
5) Have you ever visited a retail store, solely to learn more about a product and then purchase the product online instead of at the retail store?
6) If yes to question 5, what did you purchase?
| • Electronics | • Cat Litter | • Giovanni Smooth as Silk |
| • Hair color | • Nioxin | • Books and movies |
| • Bed Head | • Shampoo | • Makeup and brushes |
| • Tools | • Conditioner | • Revlon Photoready Concealer |
| • Toys | • Hair spray | • Cologne |
| • Perfume | • Razors | • Hair products |
| • Angel for men | • Slap Chop |
7) If yes to question 5, did you purchase the product from home or via your smartphone while researching the product at the store?
8) If yes to question 5, when was the last time you did this?
9) If ye