7 STRATEGIES FOR HEALTH AND BEAUTY ECOMMERCE TO WIN DURING CHALLENGING TIMES
Rather than slowing down sales, the coronavirus pandemic has given a significant boost to health and beauty eCommerce brands. Even as millions of workers lost their jobs and economists warned of a recession, consumers still open their wallets to purchase in this category.
Women’s Wear Daily reported that online sales of prestige beauty products were on the rise, capturing an astounding 90% of total beauty spend.
These facts suggest all that Health and Beauty retailers have got to focus on is to cater to changes in consumers’ shopping behavior forced by the pandemic.
Our eBook offers 7 strategies that can help retailers prepare for challenging times and beyond.
- Offer Guided Selling
- Create Engaging Customer Experiences
- Launch and Optimize Customer Loyalty Programs
- Help Customers Stock Up with Product Bundles
- Create Content to Promote Product Discovery
- Use Social Proofing to Instill Consumer Trust
- Give Your eCommerce Site Room to Grow
Preview the first 3 chapters of the book
Health and Beauty shopping behavior
Ecommerce has always been a growth opportunity for health, wellness, and beauty brands. Prior to the pandemic, online sales were booming, poised to top $85.5 billion in revenue by 2022, according to eMarketer projections. Rather than slowing down sales, the coronavirus pandemic has given a significant boost to health and beauty eCommerce brands.
Even as millions of workers lost their jobs and economists warned of a recession, consumers still open their wallets to purchase in this category. Women’s Wear Daily reported that online sales of prestige beauty products were on the rise, capturing an astounding 90% of total beauty spend.
What do the trends tell us?
The rise of prestige beauty products is an indication that consumers see such high-end purchases as essential, not luxuries. They’re willing to increase spending in the category, even as fear of a recession grows. Health and beauty products install a sense of control and comfort in times of great uncertainty.
The fear of cramped in-store contact with strangers will continue to drive online sales long after stay-at-home orders are lifted. This switch in behavior is likely to remain constant post-pandemic, as long as online merchants are able to provide the same level of sales assistance and promote product discovery that consumers are accustomed to receiving at the counters in-store.
Use social proofing to instill customer trust
Social proofing is important for all consumer products, but it takes on a whole new layer of importance in the health and beauty sectors. Customers want to know whether your products deliver the benefits as promised and the experiences of customers who’ve already tried them.
Letting industry experts talk about the quality of your product is another ideal way to provide the assurance customers need before they make a buying decision. Here is an example. Fitbit, one of the leading fitness tracker brands in the world, lets experts from the health and tech industry talk about their products. The brand features expert talks in a separate called ‘Buzz’ on their website.
Download the ebook now
The Health and Beauty eCommerce market has witnessed remarkable growth due to the COVID-19 pandemic and will keep growing in the upcoming year. The more consumers are getting accustomed to online shopping; their expectations have evolved rapidly, posing new challenges for retailers. This eBook suggests strategies that can help brands overcome new consumer expectations.download
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