The “no-compromise shopper” – How Big Brands Handle Them!?
This represents a new breed of consumers who expect the best of both digital and physical retail experiences. They seek the efficiency of e-commerce along with the experiential gratification of brick-and-mortar stores. Here are the key characteristics of the no-compromise shopper within the fashion and beauty sector:
1. Appreciation for Physicality and Tactility:
The no-compromise shopper values the ability to physically interact with products. They want to touch, feel, and try on items before making a purchase. Innovative solutions such as AR try-on tools and haptic technology are fulfilling this demand, allowing shoppers to experience products virtually or even feel them through their devices.
Example: Sephora offers AR-powered try-on tools for makeup products, allowing customers to virtually test shades and textures before buying.
2. Tech-Enabled Customer Service:
The no-compromise shopper expects a blend of technology-driven convenience and human touch in customer service. Brands are using video calls and messaging to connect online shoppers with store associates. In-store, tech touchpoints like QR codes provide additional information and reviews. Robotic store assistants are also being used to offer consultations and product recommendations.
Example: Nordstrom introduced chatbots and virtual stylists to assist customers with personalized recommendations and styling advice.
3. Hyperpersonalized Product Experiences:
Personalization is crucial for the no-compromise shopper. They seek tailored shopping experiences that consider their individual needs, preferences, and characteristics. This includes personalized product recommendations, discounts, and solutions that cater to their specific skin tone, body shape, or existing wardrobe.
Example: L’Oréal’s AI-powered app, Makeup Genius, analyzes users’ facial features to provide personalized makeup suggestions and virtual try-on experiences.
4. Interactive and Unexpected Brand Discovery:
To capture the attention of the no-compromise shopper, brands need to make the process of brand discovery interactive and entertaining. Immersive experiences, such as virtual worlds and gaming, create engaging opportunities for consumers to explore products beyond passive scrolling.
Example: MAC Cosmetics created a virtual world where customers can engage with the brand, access exclusive content, and connect with other fans.
5. Social Aspect of Shopping:
The no-compromise shopper values the social aspect of shopping, whether online or in-store. Brands can enhance social interactions by leveraging digital solutions, livestream shopping events, multiplayer experiences, and creating in-store environments that facilitate moments of connection and community.
Example: Adidas hosted a virtual shopping event where customers could shop alongside influencers, participate in interactive challenges, and connect with a community of fans.
By understanding and catering to the expectations of the no-compromise shopper, brands can create meaningful and engaging experiences that bridge the gap between digital and physical retail, fostering loyalty and driving sales.
Image from Freepik
