While online sellers of beauty and personal care products continue to capture more market share, online shopper loyalty seems to be elusive, according to A.T. Kearney’s latest report on online beauty shopping.

“The study, which is based on a survey of 800 American online beauty shoppers, finds that 67 percent of consumers use four or more websites to fulfill their shopping needs,” notes Hana Ben-Shabat, A.T. Kearney partner and author of the study—which indicates that both brands and retailers who sell beauty products online need to rethink how they build stronger loyalty from consumers.

Other key findings include:
 

 






“The growing challenge of loyalty, the daily demand on retailers and brands to deliver a seamless experience between online and offline, and the need to ‘give up some power’ to new sources of influence are indicators of the current state of the beauty industry,” Ben-Shabat says. “Succeeding in this new environment will require an artful integration of all channels, and adoption of new technologies to enhance personalization and authentic communication."

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