Mobile strategy has beauty importance as M-commerce tipped to double

By Andrew MCDOUGALL contact

- Last updated on GMT

Mobile strategy has beauty importance as M-commerce tipped to double

Related tags: Online retail sales, Electronic commerce, Online shopping

Mobile commerce is set to boost online retail sales making it a very attractive platform for consumer goods, and meaning that beauty brands must start prioritising mobile strategies to reach its audience more effectively.

According to market researcher Mintel, Europe’s online retail sales will double between 2013 and 2019 and mobile commerce is playing an increasingly influential role.

With an increasing number of retail purchases made via mobile, beauty brands are now seeing an opportunity to reach their audience on a personal level and utilize these new channels to take branding to the next level.

One company that has been very active in the digital space this year is L’Oréal, who has launched a numbe of digital projects and mobile applications.

“Technology has driven a huge shift in the way that consumers interact, from making reservations to buying products,”​ says Karen Fuss-Zipp, senior vice president of ecommerce strategy and development at L’Oreal USA.

“E-commerce is the fastest growing channel in beauty and as an industry, we need to match their experiences in-salon to online to effectively compete and ensure success in the years to come.”

100% increase

Mintel’s research suggests that internet sales are expected to increase 100% from €165 billion in 2013 to €330 billion in 2019.

And m-commerce looks to be bolstering growth in e-commerce according to the firm’s European study, as shopping via a smartphone has now reached 41% of internet users in the UK; with only Italy records higher levels of smartphone shopping at 44%.

Elsewhere in Europe, smartphone shopping stands at 28% in France, 33% in Germany and 40% in Spain.

“M-commerce is bolstering growth in e-commerce; we expect the market to continue to see growth underpinned by both mobile shopping and a general strengthening in total retail sales in Europe,” ​says John Mercer, Senior European Retail Analyst at Mintel.

“Mintel’s five-country consumer research shows smartphone shopping is already highly adopted in Europe’s biggest markets.”

Tablet influence

Meanwhile, Mintel says 35% of internet users shop via a tablet in the UK, while on the Continent shopping via tablets ranges from 23% in France and Germany to 26% in Spain and 32% in Italy. 

“Further uptake of shopping by mobile devices, including tablets, will allow more consumers to shop anytime, anywhere – and this is a key factor pushing up e-commerce growth rates. Economic recovery, and a general improvement in overall retail sales, is another,”​ continues Mercer.

“While the research shows a high proportion of tablet shopping is done at home rather than on the go, these devices are still making online shopping an easier, more attractive option for consumers even if they are ‘sofa shopping’ rather than buying on the move.”

Related topics: Market Trends, Digital

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