The Covid-19 pandemic has caused a significant shift in consumer priorities, according to David Klingbeil, Global Insights Manager Luxury & Beauty at Google NYC. He explains that hygiene has become a top priority for consumers, leading brands to offer solutions such as hand sanitizers. However, the most significant impact has been on retail.
Klingbeil acknowledges that the retail industry was already facing challenges from e-commerce, but the freeze of tourist flows caused by the pandemic has accelerated this trend. The United States, known for its advancement in e-commerce and luxury beauty, has seen an even greater push towards online shopping. Many brands have been forced to review and accelerate their e-commerce strategies.
Klingbeil also explores the concept of the “new normal” that emerged during the lockdown. Beauty consumers found themselves at home but still desired a level of service similar to what they could get at professional salons. This resulted in a paradoxical trend of both sobriety and experimentation in beauty routines. Consumers sought to adapt their routines while also trying out new options, often relying on content from platforms like Google and YouTube.
Furthermore, Klingbeil notes a drastic increase in interest in augmented reality during the lockdown. A survey conducted among American customers revealed that over a third of them expect luxury brands to provide new experiences and services, particularly through augmented reality, virtual consultations, and live streams.
To delve further into the topics of retail transformation, the “next normal,” and the rise of BOPIS (buy online, pick up in-store), Klingbeil’s full video presentation can be found on the platform of the Salon du Luxe Paris.
Useful links:
1. Salon du Luxe Paris
2. Google
