A while ago, I wrote about what I consider a retail gap in the fragrance display of Dior Beauty (read here). To double-check my observation, I went to Dior Corner at Selfridges. The perfume display didn’t have spray caps either.
While checking, I was approached by a beauty consultant. The lady was very accommodating—enough to make me try the Dior Hand and Body Lotion. Checking the options for it the gap was identified.
• What: Dior Hand and Body Lotion
• The Gap: only available in 350 ml volume
• In Detail
When considering beauty product volume the following points should be considered:
1) Usage context: travel size (S 30-60 ml), daily use at home or office (M 90-120 ml), family use (L 240 ml and above)
2) Target Audience: young adults/students (S sizes - fit into bags and are affordable); professionals (M sizes - can be kept on desks or in office drawers), families (L sizes)
3) Price Point: S-M sizes tend to have a lower price point
• What Audience Segments Dior Misses by Offering Only a Large Size (350 ml) of Hand & Body Cream
1) Travelers and On-the-Go Buyers: 350 ml is too large for convenient travel or carrying in a purse
2) First-Time Buyers and Trial Users: Hesitant to commit to a large size without trying it first
3) Young Adults and Students: Prefer smaller, more affordable sizes
4) Office Workers and Professionals: May prefer a hand cream that fits on a desk or in a drawer
5) Gift Buyers: S-M sizes are preferred for gifts, allowing recipients to try the product without a significant commitment
6) Impulse Buyers: S-M sizes are more likely to be purchased on impulse due to their lower price and convenience
• Notes on Margins
As an e-Commerce consultant, I’ve detected a few gaps on the Dior Beauty website.
1) Options Available: Dior Hand and Body Lotion is available in 8 different fragrance finishes, which are not displayed on the product page.
Solution: Display fragrance options on the product page
Any other gaps you see on the product page? :)
2) As a perfectionist, I would also standardize the product names
Solution: easy to achieve by using the same template and changing only the beginning of the name.
3) Bad Structured Menu: I wanted to review Dior's hand creams but couldn’t find them in the menu (pinch me if you succeed)
Solution: Add a submenu by category | application area
3) Search Tool: The previous issue led me to use the search tool. I identified another gap while using it. Ideas?:)
*I offer consultancy to enhance customer experience online and offline. Details here: https://www.2jour-stylist.com/consultancy-services
**I have an idea for sale offering expanding into a new product category for Dior, which covers a significant market gap and fits the brand overall. Please contact me directly if interested (appealing to Dior:-). Details: https://lnkd.in/dR2eQM3N