The majority of Beauty brands in the U.K. are not providing customers with adequate service online. For example, even though 41% of U.K. consumers research Beauty products online before buying in-store, just 56% of brands in L2’s U.K. Beauty Index provide users with a store locator with an accompanying map. Similarly, just 19% of brands have live chat on their site while 64% provide a customer service number.
A few brands are breaking the mold. Lancôme promotes its live chat feature consistently throughout the site and is especially prominent on the retail search map. L’Occitane has merged its inventory search function with a store locator. Site visitors can search for nearby store location and search inside inventory.