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For quite a while now, it has been said that brick and mortar businesses are slowly dying and that the future rests in the hands of shopping online. However, recent studies conducted with both millennials and Generation Z beauty consumers show that this clearly isn’t the truth. Rather than as being a thing of the past, have an increasingly prominent place in their world of shopping, specifically for beauty. The way to succeed is adapting to the latest technology and presenting a much more personalized experience for the shopper.

According to a survey conducted by Poshly together with the Bay Area Beauty Association, 94% of millennials purchase makeup, with 65% of those making their purchase straight from their smartphone. However, an astounding 72% would still prefer to make their purchase in a store. These women prefer testing out products before investing in buying them and that is certainly why makeup subscription boxes have become such a big hit. Interestingly, 72% of the same group will be ready to try on makeup using a virtual makeup mirror on their smartphones.

Gen Z will be the younger and more diverse age bracket of these two. Within the U.S. alone there are 69 million folks Gen Z, meaning the populace will soon outnumber millennials. They are worth $44 billion, and also this figure continues to grow. The Gen Z population is less price conscious and more value orientated. These are a generation that hasn’t lived without having a cellular phone, yet 77% of those would rather buy something in store. Nearly 50 % of them will browse the product inside the store prior to making a web-based purchase.

Despite predictions that 2017 is the year of “retail apocalypse,” you can still find brands which are strengthening their brick and mortar presence. Starbucks is a perfect example — they recently closed their online shop and instead focused on redirecting people to their nearest store.

Nordstrom is a classic demonstration of the evolution of physical. They have recently opened stores called Nordstrom Local that don’t possess merchandise. Instead, you can grab a coffee or perhaps a cocktail, check out a manicure bar or sit down having a stylist. After that conversation, after that you can have items delivered to the store based upon everything you like. It is a company which says most of its new customers still result from their beauty department, which drives visitors to the whole shop.

Technology And Shopping – So, exactly why are businesses concentrating on this new sort of strategy to physical stores? Studies have shown that their most significant future customer group — Gen Z — like this kind of approach. For example, a study (registration required) by IBM indicated that 43% of energy spent online by a Gen Z person was spent connecting with others. They value relationships, which includes brands. Forty-three percent of them said they could offer product critiques if they felt that they had a solid relationship with a brand, and 36% of these would create content for your brand.

Despite being perpetually on their smartphone, Gen Z shoppers are more inclined to demand help in a store. Twenty-eight percent of those would ask for help, versus just 21% across all the other generations. They actually do expect that store assistant to become well informed and equipped to help them. Market research by Retail Dive showed that Gen Z shoppers see no difference between the internet and physical stores and thus expect a built-in experience involving the two.

Deeper Digital Engagement – For that beauty industry, another key point to take out of the research is that Gen Z demands a deeper digital engagement than any other generation. Here’s an illustration. A shopper visits a beauty counter plus some days later they receive a text containing a picture of themselves wearing a digitally applied lipstick color. Attached is really a message from your beauty counter artist they spoke to in the store, inviting the shopper to come back to try on a new seasonal line of products they just received.

Intrigued, they arrange to go to the shop as well as the beauty artist sends a calendar appointment request. Before the appointment, the artist creates three new digital actively seeks the shopper, utilizing the iPad at her beauty counter. The shopper can then use augmented reality via a virtual live mirror app in her smartphone to see the way that they look on, without using the products directly. Impressed with one look, specifically, the customer asks the artist to apply the merchandise with their face and later creates a purchase. In addition they buy some more items referenced through the other looks and request a tutorial to get delivered to them via message to learn how to wtxxnd these products in your own home.

This is what active digital engagement appears like, and it is the sort of service that cutting-edge beauty stores happen to be offering. Augmented reality can allow brands to offer the kind of engagement and personalization that customers want, thus securing sales and most importantly, customer loyalty.

Even companies away from the beauty industry are able to use augmented reality to permit virtual try-on of jewelry along with clothing items. You should look beyond traditional models of driving foot traffic through promotions and sales, because of the current competition with internet outlets that regularly offer discounted items. Digital engagement involves a commitment, not only from your store level but in addition at a corporate level.

Physical stores possess a firm place later on of shopping. Rather than awaiting customers to stumble across them, they need to actively introduce the client to their products in ways that utilize technology to foster deeper engagement and a more personalized, connected experience.