PULSE POINTS
CO M P I L E D B Y C H R I S T I N A B U S W E L L
Online Shoppers More
Likely to Disengage
as Consumers
SURVEY:
Most Americans
Do Not Regularly
Use Sunscreen
A
A
lthough more consumers are becoming online savvy, retailers face
one grim reality: Online shoppers are less engaged as consumers
compared to offline shoppers. The reason behind this, based on
findings by Gallup research, is that many retailers are falling short on delivering the ideal online experience. When it comes to engaging customers,
service and personal communication are often more important than the
product itself.
Findings showed that a third (32 percent) of online shoppers are disengaged or do not have a strong and positive emotional attachment to a
brand. When it comes to engaging online shoppers, the findings clearly
show that online consumers look for the nontangible aspects of the shopping experience, such as service, swift problem resolution and providing
good customer communication. In fact, online shoppers favor these more
than they value product attributes like competitive pricing and product
options.
How are you engaging your online clients or shoppers? Focus on providing them with the quality of service they expect, such as easy access to live
chat sessions with a representative and aligned online and storefront channels for a seamless shopping experience.
12 PULSE
n
August 2015
ccording to research published in the
Journal of the American Academy of
Dermatology, the majority of Americans
do not use sunscreen to properly protect themselves from the sun’s harmful ultraviolet rays.
Researchers from the Centers for Disease
Control and Prevention (CDC) surveyed participants on how often they use sunscreen when
outside and exposed to the sun for more than an
hour. Only 14.3 percent of men and 29.9 percent
of women reported that they regularly apply sunscreen on both their face and other exposed areas
of the skin.
The American Academy of Dermatology recommends choosing a sunscreen with a label that
states it is broad-spectrum, has a Sun Protection
Factor (SPF) of 30 or higher, and is water-resistant.
Using this data, there’s an opportunity for spa
professionals to help raise skin health awareness
and encourage guests to regularly wear sunscreen.
Likewise, make sure to carefully select sunscreen
products to carry in your retail area for your guests
to use and purchase as part of their at-home skincare regimen. n