Kohl's is teaming up with Facebook in a bid to supercharge sales of beauty products at the department store chain. Starting in 2020, Kohl's will enlist Facebook to find trending brands in the beauty and wellness category to highlight the retail chain's Beauty Checkout platform, which Kohl's launched in October. The quarterly rotation will feature more than a dozen products at a time, with the current lineup featuring Banila clean skincare, Barefoot Scientist footcare solutions, and Cleo & Coco "natural deodorant," according to Kohl's.
Total Retail's Take: Beauty has been one of the top-performing retail product categories in recent years, both online and offline, exemplified by the successes of retailers such as Ulta and Sephora, and newcomers to the space like Glossier. As such, it's wise for Kohl's to try to tap into that category. The department store chain will attempt to do so by leveraging the power of social data, giving consumers access to the products and brands they're most interested in.
“Visiting a store is, and will remain, essential to retail," notes Dave Cesaro, executive director of retail at Valassis, a leader in marketing technology and consumer engagement. "Utilizing social media to find trending brands in the beauty and wellness category is a smart strategy to attract younger shoppers and further enhance the in-store experience as retailers continue to reinvent themselves in this evolving consumer landscape.
"Our research has shown that when it comes to health and beauty care products, 56 percent of consumers who shop online said they miss the in-store experience of touching and smelling these items before purchasing them. Furthermore, 64 percent indicated it can be difficult to view shades of color online, preferring the in-store experience. Kohl's is working with Facebook to determine what's trending online and bringing it in-store to allow consumers to have those firsthand experiences with brands.
"The in-store experience gives retailers the chance to express their vision, values and points of view. Stores that enable consumers to engage with their products will attract those who actively want to spend time considering potential purchases, while also creating a destination shopping experience.”