With the wide variety of new products available for different consumer profiles and preferences, it is natural for them to feel motivated to explore and experiment. In the environment of a physical store, where it is possible to read the labels and have closer access to the options, consumers tend to fill their shopping cart more easily. This behavior was confirmed by a survey conducted byFlora*,consumer goods industry,with 513 interviewees.
The study shows that 6 out of 10 consumers spend more in physical stores, when products are organized with related items close to the shelf. When asked about methods of choosing hair and skin products, 60% say they value the opportunity to see the product in person.
Among the respondents, 75% say they take the opportunity to check other items in the physical store to increase their shopping carts. "This is a behavior that reinforces the importance of innovation to meet the different needs of consumers", even more when we think about personal care. After all, in physical stores it is possible to have contact with thetestersand live the product experience, including the sensory aspects, like fragrance, texture, creaminess among others.”, emphasizes Cintia Fuchs, R&D Director of Flora.
The research also highlights that 7 out of 10 consumers like products with testing options, or experiments, what reflects this behavior of seeking new items.
Still loyal to the brands and the visual appeal, 75% choose products from well-known major brands, while 65% prefer products with posters or advertisements on the shelves, they opt for beautiful and eye-catching packaging.
