Beauty brand leaders predict the future of omnichannel

Omnichannel retail is undergoing a dramatic revolution. With stores closed for months on end and brands shifting their focus to e-commerce to stay afloat, there is an opportunity to reimagine the relationship between physical stores and e-commerce. Brands like Urban Decay are bullish on augmented reality for both online and in-store, while Glossier’s experience has affirmed the importance of human connection in-store, even though the company unsure when its stores will reopen. Nearly all beauty brands agree that digital e-commerce needs to offer a richer experience, while brick-and-mortar stores must provide customers a compelling reason to shop in-store. Read more…