health&beauty products - online sale strategy
TRANSCRIPT
Health&Beauty products -‐ online sale strategyFinding a gap in the marketNovember, 2015
Anna LankaufUser Experience Strategist
Who buys Health&Beauty online?
45% Internet users
2E-‐commerce in Poland 2015. Gemius for e-‐Commerce Polska’ report
Every other user is between 25 and 55
60% of the buyers have a higher education
56%
39%
How do people buy Health&Beauty online?
3Icon by Creative Stall
ROPO Effect (Research Online, Purchase Offline) – when people look for information about products online, but buy themin a brick-and-mortar store.
Reversed ROPO Effect– when people look for information about products in a brick-and-mortarstore, but buy them online.
How do people buy Health&Beauty online?
39% buy cosmetics with
ROPO
4E-‐commerce in Poland 2015. Gemius for e-‐Commerce Polska’ report. Icons by Creative Stall and Joshua Mormann.
38% buy cosmetics with
Reversed ROPO
How do people buy Health&Beauty products online?
12th in the rankingmost frequently bought with
ROPO
5E-‐commerce in Poland 2015. Gemius for e-‐Commerce Polska’ report. Icon by Creative Stall.
2nd in the rankingmost frequently bought with
Reversed ROPO
How do people buy Health&Beauty online?
Online and offline sales channelsare complementary
6Icons by Creative Stall and Joshua Mormann.
Why people don’t buy online?
27% non-online buyers are accustomed to traditional sale channel
7E-‐commerce in Poland 2015. Gemius for e-‐Commerce Polska’ report.
17% non-online buyers would like to talk to a shopping assistant
When non-online buyers would buy?
21% non-online buyers would buy online if video consultations with a shopping assistant were availableonline
8E-‐commerce in Poland 2015. Gemius for e-‐Commerce Polska’ report.
The best online strategy?
Copy offline buying advanteges to online shopping
9Icons by Creative Stall and Joshua Mormann.
MORE PHYSICAL-LIKE SHOPPING EXPERIENCE
PERSONAL CONTACT WITH AN EXPERT
SHOPPING ASSISTANT
Expert shopping assistant consultancy online
10https://www.1800contacts.com Icon by ViconsDesign
Expert shopping assistant consultancy online
11http://www.walgreens.com/ Icon by ViconsDesign
Expert shopping assistant consultancy online
12www.sanicare.de Icon by ViconsDesign
Expert shopping assistant consultancy online
13http://www.vitaminshoppe.com/ Icon by ViconsDesign
Conclusion
Within a year the number of users who visited online storewith Health&Beauty products doubbled:
December 2013 – 0,9 mln UUDecember 2014 – 1,9 mln UUReversed ROPO effect in Health&Beauty shopping is very strong, which means, that customers value traditionalway of buying, including personal contact with an expert. Emotions play a great role in decision making processwhen buying Health&Beauty products. It is our looks that we put in the hands of a product manufacturer.Building trust is very important. That is why personal contact with an expert, prefferably a visual contact iscrucial.
We recommend to build an online store that is going to:1. Reinforce theROPO effect (detailed product information)2. Move some of the advantages of traditional way of buying to online channel (video chat with adermatologist / pharmacist)
14http://www.gemius.com/e-‐commerce-‐news/nearly-‐2-‐m-‐internet-‐users-‐in-‐e-‐drugstores.html
