“Everybody asked, ‘You’re launching an e-boutique that will cannibalise your sales – why?’,” Kiehl's brand manager Sheenum Kumar revealed at a recent webinar hosted by customer experience optimisation company AB Tasty.
But as she observed, “Consumer behaviour is very different in these two avenues.”
For instance, the e-boutique is drawing younger shoppers as well as more males.
“Offline, men form about 15% of our customers; online, they are about 30%. Perhaps they feel more comfortable browsing on digital screens than going to a physical store and getting into a conversation.”
The contents of online carts also look different from those...