When buying beauty products, Saudi consumers no longer have to choose between online and in-store shopping. They switch between the two channels depending on what they are looking for, without any particular loyalty to one sales channel over another. Their main aim is to be sure of their choice before making a purchase. This is revealed in Beauty Decoded, the latest study by Nielsen IQ.
“Consumers don’t choose channels. They choose solutions,” NIQ summarizes. The study combines a survey of 1,000 consumers in Riyadh, Jeddah, and Dammam with 40 digital ethnographies (observation of actual purchasing journeys, ed.).
A fragmented but logical journey
A single shopper might discover a product on social media and look up its ingredients online or via artificial intelligence. They then read reviews, test the product in-store, and finally purchase it through an app when a promotion is available. This fragmented journey has become the norm. As a result, 64% of Saudi consumers shop both online and in-store, and only 3% shop exclusively online. At each stage, the consumer seeks to reduce uncertainty. They want to be sure that the product works, that it suits them, and that it’s worth the price.
Each channel has its role
Social media fuels inspiration and discovery. According to the study, 89% of respondents say they are likely to buy a beauty product after seeing it on social media. But influence only leads to a purchase if it seems authentic.
Pharmacies provide reassurance. When choosing a product seems more challenging, consumers turn to them for a professional’s expertise.
Specialty stores …
