prices and scarcity are the main concerns of D2C beauty consumers //

A new study by D2C ecommerce firm ESW shows that the majority of online beauty buyers will wait for lower price and risk out-of-stock items. There are also many “super shoppers” that will pay full-price for exclusive items.

Why we care. D2C brands make it easy for shoppers to compare products and prices online. Brands must understand and respond to the different motives of customers in order to connect with them. Messages that are effective with one group will not be successful with others.

The study revealed that the majority of online beauty shoppers were looking for lower prices. The study found that this was true for both younger and older consumers.

Sixty seven percent of Gen Z digital shoppers and millennials said they would rather wait to get a better price on beauty items. They also accepted the possibility that some items may become unavailable.

Power Shoppers. The study identified another segment of “power consumers” — those who spend at least $2,500 annually on beauty products.

40% of “power shoppers” are bargain-hunters. Spending more money overall, they do not pay full price for individual items.

Super Fans. Contrary to these trends, a group of “super-fans” is willing to pay the full price for rare or exclusive items.

21 percent of shoppers say they would pay full price to be the first customer to buy the product. 25% of shoppers said they’d pay full price for a limited edition product.

They are open to events that highlight the scarcity of products. Such an event would discourage price-conscious shoppers.

Dig deep: Ecommerce and its future trends.

The article D2C Beauty Shoppers Split Between Low Prices and Scarcity first appeared on MarTech.