HMY > How can we strengthen our relationship with the consumer through Health and Beauty in-store displays?

How can we strengthen our relationship with the consumer through Health and Beauty in-store displays?

 

One of the main challenges now facing brands and distributors is the task of enhancing the buying experience at point of sale, in response to the rising popularity of online buying. For some years now, the emergence of new consumer profiles, such as the “Millennials” or “Generation Z”, who now share the market with more traditional buyers, has prompted the retail industry to seek out new selling methods in a bid to reach out to all consumer profiles.

In the case of the health and beauty sector, the physical buying experience now boils down to decision-making, since we are talking about products specifically designed to appeal to the senses. Smell, sight and touch are precisely the attributes that guide and shape our decisions.

Since the product’s intrinsic features are now an advantage in themselves, how can we transform our health and beauty displays into something that marks us apart, aside from the product itself?

Towards greater personalisation

Health & beauty, and specifically the perfumery and cosmetics segments, is one of the most highly segmented sectors, with considerable knowledge and awareness of the different types of target consumer, and this aspect is causing brands to personalise their communications.

So why not transfer this important personalisation process to the points of sale? We are talking not only about personalising the buying experience — something more and more consumers have been calling for — but about managing to personalise in-store sales displays by making them more agile and adaptive.

Here, technology and innovation in the retail world are set to play a central role as we move towards this personalisation. Whether we succeed will depend on our ability to adapt the buying experience and the point of sale to each consumer, in the same way an online marketer can do thanks to the versatility of the Internet.

Identifying the buyer’s profile in real time through technology and offering them tailored solutions and products based on their consumer profile will surely afford us a competitive edge. All the more so in a sector in which there is already a significant amount of existing segmentation. Therefore, building an establishment in which personalisation plays a central role will require us to study and redesign the store concept beyond just the display of products.

Implementing visual merchandising in media that integrate technology will transform the points of sale in the health and beauty sector into digital stores but without losing the value of having tangible products on display. Moreover, this type of solution allows brands and distributors to be proactive in their relations with the customer above and beyond their sales force, by adding value to the buying experience through a more controlled process better aligned with business strategy.

Latest news

HMY and retail, two parallel storylines17/01/2019

Since the company HMY was born, its history has been closely tied to the whole evolution of the retail...

Read more

Towards the retail of 201914/01/2019

Within the trends that we are going to see in 2019, we can clearly differentiate two alternative approaches: the strategic and the technological aspect, the latter supporting the...

Read more

The importance of lighting in Travel Retail04/01/2019

Lighting has an essential role, since it is one of the key elements to attract the customer's attention. Keep in mind that the travel retail buyer is a different consumer since its main objective is...

Read more

The current importance of Travel Retail and “travel customers”28/12/2018

Airports have become in the new shopping centres for retailers, but they need to know how to make use of this...

Read more

HMY awards its best suppliers in Turkey through the Chamber of Commerce and Industry26/12/2018

The HMY factory in Turkey, formerly HMY Teknogon, has organised a gala with the collaboration of the Çerkezköy Chamber of Commerce and Industry, to reward the company's best suppliers in the...

Read more

The Christmas campaign: a key time for retail19/12/2018

Christmas shopping is a classic in December and with the arrival of Black Friday, this campaign is increasingly being brought forward each...

Read more

Leading the disruptive experience in retail19/12/2018

We know that this is just the beginning, and that 2019 is sure to be packed with new challenges and exciting projects with which we can assist our...

Read more

How does Business Intelligence help retail?12/12/2018

Business Intelligence (BI) refers to the process of extracting information and knowledge of data through analysis. Its objective is to help make better decisions in the business environment,...

Read more

Differentiation, the main competitive advantage in the Health & Beauty sector05/12/2018

Given the enormous degree of segmentation in the Health & Beauty sector and the fierce competition among brands and distributors, the need has arisen to find new ways of reaching final consumers....

Read more

Adopt’: technology applied to Health & Beauty retail29/11/2018

HMY has helped Adopt' with a 360º proposition that integrates the development of the project and its upkeep, while also providing digital solutions that give stores greater interactivity and a...

Read more

HMY: innovation in retail