This factor doesn't really apply to categories like apparel, but beauty and personal care boxes, snack boxes, as well as meal kits that include branded ingredients, could benefit from this motivation. Samples and freebies of all types have also been shown to appeal to younger shoppers.
The overarching theme of this study was that US consumers cling to traditional retail models even as more options emerge. However, these habits do vary by category. A majority (58%) of consumers preferred to shop at "long-standing" stores for clothing compared with methods like subscription commerce, via Instagram influencers or experiential retail stores. For household products this preference was lower (38%) and was the lowest for beauty products (23%).
Once again, this demonstrates the advantage heath and beauty products have in branching out. When a bottle of foundation can cost more than $40 and is subject to many variables—skin tone, skin type, desired coverage—it's no secret why a less expensive, mini version has appeal.
Omnichannel retailing will likely continue its march forward. In the GPShopper study, 29% of US consumers said they still want to buy beauty products (as well as clothing and accessories) in brick-and-mortar stores 10 years from now.
Despite recent news of Stitch Fix's stock dropping after reporting so-so user growth and online subscription box marketplace Cratejoy slashing its workforce, last week the O.G. beauty box brand Birchbox partnered with Walgreens to bring the store-within-a-store concept to the national retailer, further proof that the physical store still matters—even for subscription commerce companies.