For quite a while now, it has been stated that brick and mortar businesses are slowly dying and that the future rests at the disposal of shopping online. However, recent studies conducted with both millennials and Generation Z beauty consumers show that this clearly isn’t the case. Rather than as being a thing of the past, come with an increasingly prominent place in their arena of shopping, particularly for beauty. The key to success is adjusting to the newest technology and presenting a more personalized experience for the shopper.

According to market research conducted by Poshly together with the Bay Area Beauty Association, 94% of millennials purchase makeup, with 65% of them making their purchase directly from their smartphone. However, a staggering 72% would still prefer to make their purchase in a store. These women prefer checking out products before investing in buying them and that is certainly why makeup subscription boxes have grown to be this type of big hit. Interestingly, 72% of the same group will be willing to put on makeup using a virtual makeup mirror on the smartphones.

Gen Z will be the younger and much more diverse age group of the two. Within the U.S. alone you can find 69 million folks Gen Z, meaning the populace will soon outnumber millennials. They are worth $44 billion, which figure continues to grow. The Gen Z population is less price conscious and more value orientated. They may be a generation that hasn’t lived with no cellular phone, yet 77% of those would prefer to buy something available. Nearly one half of them will look into the product within the store before making an online purchase.

Despite predictions that 2017 is the year of “retail apocalypse,” you can still find brands which are strengthening their brick and mortar presence. Starbucks is a perfect example — they recently closed their online store and instead focused on redirecting individuals to their nearest store.

Nordstrom is a classic illustration of the evolution of traditional. They have recently opened stores called Nordstrom Local that don’t have merchandise. Instead, it is possible to grab a coffee or a cocktail, go to a manicure bar or sit down with a stylist. Next conversation, after that you can have items delivered to the shop according to everything you like. This can be a company saying the majority of its new clients still come from their beauty department, which drives targeted traffic to the complete shop.

Technology And Shopping – So, how come businesses concentrating on this new kind of approach to traditional stores? Studies have shown that their most important future customer group — Gen Z — like this sort of approach. As an example, a report (registration required) by IBM indicated that 43% of time spent online with a Gen Z person was spent connecting with other individuals. They value relationships, which includes brands. Forty-three percent of those said they would offer product reviews should they felt that they had a solid relationship with a brand, and 36% of them would create content for the brand.

Despite being perpetually on the smartphone, Gen Z shoppers are more inclined to demand help in a store. Twenty-eight percent of them would request help, versus just 21% across other generations. They are doing expect that store assistant to get knowledgeable and equipped to help them. Market research by Retail Dive showed that Gen Z shoppers see no difference between the web and physical stores and therefore expect an integrated experience involving the two.

Deeper Digital Engagement – For that beauty industry, another key point to take away from the scientific studies are that Gen Z needs a deeper digital engagement than any other generation. Here’s an example. A shopper visits a beauty counter plus some days later they obtain a message containing a picture of themselves wearing a digitally applied lipstick color. Attached is a message through the beauty counter artist they spoke to in the store, inviting the shopper to return to test on a new seasonal collection of products they only received.

Intrigued, they arrange to see a store and also the beauty artist sends a calendar appointment request. Prior to the appointment, the artist creates three new digital actively seeks the shopper, utilizing the iPad at her beauty counter. The shopper are able to use augmented reality via a virtual live mirror app on her smartphone to view the way they look on, without utilizing the products directly. Impressed with one look, specifically, the client asks the artist to utilize the item to their face and later on will make a purchase. In addition they buy some more items referenced from the other looks and request a tutorial to get brought to them via message to discover ways to wtxxnd the products in your own home.

This is exactly what active digital engagement looks like, and it is the type of service that cutting-edge beauty stores already are offering. Augmented reality can allow brands to supply the type of engagement and personalization that customers want, thus securing sales and more importantly, customer loyalty.

Even companies away from the beauty industry are able to use augmented reality to enable virtual try-on of jewelry along with clothing items. It is important to look beyond traditional models of driving foot traffic through promotions and sales, because of the current competition with internet outlets that regularly offer discounted items. Digital engagement involves a commitment, not merely through the store level but additionally with a corporate level.

Physical stores possess a firm place later on of shopping. Instead of awaiting customers to stumble across them, they need to actively introduce the customer for their products in such a way that utilize technology to foster deeper engagement along with a more personalized, connected experience.