Beauty Brands Adopt Guided Selling Tools To Connect With Customers Online

Beauty brands are adding guided selling tools to their e-commerce sites to encourage cosmetics shoppers to buy online. They need to do so because almost seven in 10 Internet users in the United States preferred to buy health and beauty products in-store, compared with 27 percent who chose to buy online, according to PricewaterhouseCoopers. Data from L2 Think Tank revealed 60 percent of respondents said they used guided selling tools' rating and reviews features. Diagnostic tools were used by more than one-third of respondents, while 17 percent used virtual makeovers, and 8 percent said they used standalone filters.