CASE STUDY

Like fashion and accessories, the beauty business thrives on the try-before-you-buy rituals, and offline retail is a surefire way to achieve this. Aware of the consumer mindset and their widespread practice of buying cosmetics offline, digital-first beauty brand Nykaa thought it fit to introduce an omnichannel model to help shoppers make up their minds before buying.

Nykaa’s offline outlets were established so customers could test products and purchase in-shop or buy it later online.

By going omnichannel, Nykaa can provide better service as the brand is now available at every touch point. As a result, brand awareness has increased, new consumer bases have been created and Nykaa can ensure efficient inventory management.

SOURCE: INC42, NYKAA