Beauty retail is increasingly taking customers away from traditional electronics stores. In the first half of the year, sales of Russian tech brands at "Zolotoye Yabloko" grew by 37% in monetary terms and by 19% in units – faster than many categories familiar to the chain.
Sales of headphones and speakers saw a particularly sharp increase: they grew 3.1 times in monetary terms and 2.8 times in quantity. Overall, over two years, electronics in the chain grew 4.3 times in revenue and threefold in units. The average check increased by almost 15%.
The reason is simple: small gadgets fit well into the usual beauty shopping experience. Hair dryers, stylers, electric brushes, and massagers can easily be presented as an extension of self-care, while headphones or a speaker can be an impulse purchase or a gift.
For the chains themselves, such electronics are also profitable: they are more compact than large household appliances, easier to store, and generate high revenue from a small area. Online sales further help – over 60% of household appliance and electronics sales already come from online orders.
As a result, the line between a cosmetics store and an electronics store is gradually blurring: customers come for perfume but also leave with a hair dryer, a speaker, or a smart gadget.