Copy offline buying advanteges to online shopping. Find a gap in the market with our support.

1. Health&Beauty products
-­‐ online
sale
strategy
Finding a
gap
in
the
market
November,
2015
Anna
Lankauf
User
Experience Strategist

2. Who buys Health&Beauty online?
45% Internet users
2E-­‐commerce
in
Poland
2015.
Gemius for
e-­‐Commerce
Polska’
report
Every other user is between 25 and 55
60% of the buyers have a higher education
56%
39%

3. How do people buy Health&Beauty online?
3Icon by Creative
Stall
ROPO Effect (Research Online, Purchase Offline)
– when people look for information about products online, but buy them
in a brick-and-mortar store.
Reversed ROPO Effect
– when people look for information about products in a brick-and-mortar
store, but buy them online.

4. How do people buy Health&Beauty online?
39%
buy cosmetics with
ROPO
4E-­‐commerce
in
Poland
2015.
Gemius for
e-­‐Commerce
Polska’
report.
Icons by Creative
Stall
and Joshua
Mormann.
38%
buy cosmetics with
Reversed ROPO

5. How do people buy Health&Beauty products online?
12th in the ranking
most frequently bought with
ROPO
5E-­‐commerce
in
Poland
2015.
Gemius for
e-­‐Commerce
Polska’
report.
Icon by Creative
Stall.
2nd in the ranking
most frequently bought with
Reversed ROPO

6. How do people buy Health&Beauty online?
Online and offline sales channels
are complementary
6Icons by Creative
Stall
and Joshua
Mormann.

7. Why people don’t buy online?
27%
non-online buyers are accustomed to traditional sale
channel
7E-­‐commerce
in
Poland
2015.
Gemius for
e-­‐Commerce
Polska’
report.
17%
non-online buyers would like to talk to a shopping
assistant

8. When non-online buyers would buy?
21%
non-online buyers would buy online if video
consultations with a shopping assistant were available
online
8E-­‐commerce
in
Poland
2015.
Gemius for
e-­‐Commerce
Polska’
report.

9. The best online strategy?
Copy offline buying advanteges to
online shopping
9Icons by Creative
Stall
and Joshua
Mormann.
MORE PHYSICAL-LIKE
SHOPPING EXPERIENCE
PERSONAL CONTACT
WITH AN EXPERT
SHOPPING ASSISTANT

10. Expert shopping assistant consultancy online
10https://www.1800contacts.com Icon by Vicons Design

11. Expert shopping assistant consultancy online
11http://www.walgreens.com/ Icon by Vicons Design

12. Expert shopping assistant consultancy online
12www.sanicare.deIcon by Vicons Design

13. Expert shopping assistant consultancy online
13http://www.vitaminshoppe.com/ Icon by Vicons Design

14. Conclusion
Within a year the number of users who visited online store with Health&Beautyproducts doubbled:
December 2013 – 0,9 mln UU
December 2014 – 1,9 mln UU
Reversed ROPO effect in Health&Beauty shopping is very strong, which means, that customers value traditional
way of buying, including personal contact with an expert. Emotions play a great role in decision making process
when buying Health&Beauty products. It is our looks that we put in the hands of a product manufacturer.
Building trust is very important. That is why personal contact with an expert, prefferably a visual contact is
crucial.
We recommend to build an online store that is going to:
1. Reinforce the ROPO effect (detailed product information)
2. Move some of the advantages of traditional way of buying to online channel (video chat with a
dermatologist / pharmacist)
14http://www.gemius.com/e-­‐commerce-­‐news/nearly-­‐2-­‐m-­‐internet-­‐users-­‐in-­‐e-­‐drugstores.html

15. Anna
Lankauf
User
Experience Strategist
+48
733
355
592
alankauf@divante.pl