Time is a luxury – something that e-retailers are understanding as same-day and next day delivery options and express collect in store become increasingly expected by consumers. It allows the impulse buy to extend beyond the reach of beauty counters, creating a layer of convenience and the ability to shop when you like knowing that beauty buy could be in your hands within 24 hours.
Recently, retailers have been looking to remove another layer of restriction in the journey to purchase – “pay day treats”. This concept limits the window in which consumers will indulge in a beauty product that takes their fancy. Back in July, Beauty Bay launched a new “buy now, pay later” service in partnership with Klarna. It allows customers to pay for their products up to 30 days after delivery providing that flexibility to shop when the inspiration arises. Without any additional fees or interest being charged to customers, this could also change the way consumers do their Christmas shopping.
Pretty Analytics expects more beauty e-retailers to adopt this payment method alongside a similar functionality to Paypal’s “Split this” option which lets you share the cost with someone else. The latter could elevate our ideas around deals/offers and coupons. Instead, offering discounts when you “buy with a friend” or introduce them to a brand through splitting the bill.
