INTRODUCTION TO INFORMATION TECHNOLOGY IN BUSINESS

(MGT 405)

WRITTEN ASSIGNMENT: E-STOREFRONT (BEAUTY SHOP)

Group Members:

Name Student ID

Nurul Affini binti Rostam 2018201068

Nur Amira Aini binti Azmi 2018439954

Nur Liyana binti Mohd Hashim 2018653714

Muhammad Raffiq Adzri bin Mohd Zin 2018424426

Izzat b Sheikh Abd Aziz 2018261562

Wan Muhammad Baihaqi Bin Wan Sanusi 2018645206

Class:

LG2402Ai

Lecturer:

Mohamad Fahimi bin Ahmad

1.0 Introduction

1.1 Background of research

For this research paper, we have chosen the topic of electronic storefront or also known as e-
Storefront. There are many categories and many types of e-Storefront. As for our group, we
have decided to do about online beauty shops. There are two objectives for our group’s
research paper:

1. To identify the best features of e-Storefront

2. To compare which e-Storefront respondent that fulfilled the customers’ satisfaction

According to a website called Techopedia, e-Storefront is an an e-commerce solution for

merchants who want to host a website that adverstises their products or services and for which
consumer transactions are generated online. Various software applications are available to
merchants, which range from electronic shopping carts to secure payment gateways.
Merchants that find e-commerce skills are hard to grasp find it really helpful to have their own
storefront vendors especially when trying out a new online business or just solely trying to
maintain one. These days, online shopping is loved by many people because of its
convenience. Online shoppers have access to hundreds and thousands of online shops
around the world. Each storefront has its own internet address, or also known as uniform
resource locator (URL) for online shoppers to access to and start shopping.

Product display, internet ordering software, apps for inventory management, billing and
online payment system, and payment processing software can all be included in an electronic
storefront. Web analytics and the secure socket layer (SSL) are also important elements. In
most e-storefronts, a shopping cart interface is a main function; this interface works in
combination with client check-out software. To anticipate future shopping trends, some
electronic storefronts include analytical interfaces for the purpose of increasing online
companies as well as predictive analysis. Websites can be custom built and technical support
can be provided if a merchant requires it. Users typically pay a one-time installation fee when
acquiring a storefront account and then pay either annual or monthly charges. The charges
may be related to the number of listings of products that are typically predetermined. The
downside of employing an electronic storefront service provider is that the dealer may have
restricted gateway choices for payment. Furthermore, websites that have traffic that is higher
than anticipated may need to pay more hosting charges than initially anticipated.

One of the most famous online services is online beauty shopping. Online beauty
shopping consists of the process of selling and buying beauty products such as makeups,
skincare products, body care and many more. Online beauty shopping has become popular
over the years because of the easy process. There is no need to go to shopping malls or
drugstores as frequently anymore just to buy beauty products. Online beauty shopping is
designed as it is cost effective yet an efficient system to satisfy both the online and physical
stores’ needs. The system is also built for its ideal flexibility and performance. The buyers will
have an access into many companies’ existing online stores or websites and browse their
menus to see what products they offer. They can select the products that they desire and
proceed to ordering them. Once the order is completed, the system will alert the company
involved.

The online buying system also allows customers to pre-order products that are not in
stock. For some online beauty shops, if the products wanted are not in stock, they will notify
their customers who are interested in them via e-mails or messages once the products are
available. This method makes it easier for the customers to organize their buying with more
systematic process. Besides that, more time and cost will be saved by ordering online because
nowadays, online banking is allowed in many online stores. The process of online banking is
very easy and convenient that it could save online buyers a lot of time as well as saving some
cost. Other than that, purchasing authentic beauty products that are not available locally are
also easier by doing it online.

With the online purchasing system, many companies could save on their labour cost
because less people are required in operating online store websites, unlike people operating
physical stores. There will be less problems such as errors in communication with the
customers with the existence of the internet. Besides, they provide timely service. The
software examines all products purchases before completion and corrects human errors.
Furthermore, by means of this scheme, online guest registration is used to generate useful
marketing campaigns.
1.2 Background of companies/participants

Sephora

Sephora is a leader in global prestige retail, teaching and inspiring clients to play in a world of
beauty. Owned by LVMH Moët Hennessy Louis Vuitton, the world's leading luxury goods
group, Sephora has earned its reputation as a beauty trailblazer with its expertise, innovation,
and entrepreneurial spirit. At Sephora, beauty is in their DNA. Their revolutionary beauty-retail
concept, founded in France by Dominique Mandonnaud in 1970, is defined by its unique,
open-sell environment with an ever-increasing assortment of products from carefully curated
brands, featuring indie darlings, emerging favorites, trusted classics, and Sephora’s own,
SEPHORA COLLECTION. Today, Sephora is not only the leading retailer of perfume and
cosmetics stores in France, but also a powerful beauty presence in countries around the world
thanks to its unparalleled assortment of prestige products in every category, unbiased service
from experts, interactive shopping environment, and innovation. Sephora believes every
stroke, swipe and dab reveals possibility, and they share their client’s love for the confidence
that their products, services, and expertise brings to their life every day. In every store, clients
unlock their beauty potential at the Beauty, Skincare and Fragrance Studios through intuitive
technology and guidance from the most knowledgeable and professional team of product
consultants in the beauty industry.

Hermo

Hermo is an online marketplace that offers cosmetics, makeup, skin, body and hair care
products. Hermo Creative was founded in 2012. Hermo Creative's headquarters is located in
Skudai, Johor, MY 81100. It has raised 2.0M in 1 round. The latest round was in Oct 2015.
Hermo Creative's primary investor is Gobi Partners. Hermo Creative's Co-Founder & CEO,
Ian Chua, currently has an approval rating of 78%. Hermo Creative has an estimated 100
employees and an estimated annual revenue of 1.0M.

ASOS

ASOS plc is a British online fashion and cosmetic retailer. The company was founded in 2000
in London, primarily aimed at young adults. The website sells over 850 brands as well as its
own range of clothing and accessories, and ships to all 196 countries from fulfilment centres
in the UK, US and Europe. Despite deprecating its original meaning (AsSeenOnScreen),
ASOS is still written as an uppercase acronym; the exception to the rule is the new logo
designed by Ben Lewin in 2008, where it is stylistically shown all in lower case. ASOS'
headquarters are in Camden Town, at Greater London House. As of 2013, their main fulfilment
centre is in Barnsley, South Yorkshire, where they employ 3,000 workers. The customer care
department is based in Leavesden, near Watford, in southwest Hertfordshire.

Nordstrom

Nordstrom Inc. is an American chain of luxury department stores, also operating in Canada
and headquartered in Seattle, Washington. Founded in 1901 by Swedish American John W.
Nordstrom and Carl F. Wallin, the company began as a shoe retailer and expanded its
inventory to include clothing, accessories, handbags, jewelry, cosmetics, and fragrances.
Select Nordstrom stores also include wedding and home furnishings departments. The
company also has in-house cafes, restaurants and espresso bars. Nordstrom, Inc.'s common
stock is publicly traded on the NYSE under the symbol JWN. Nordstrom has 379 stores
operating in 40 US states, Puerto Rico and Canada, a number which includes 119 full-line
stores and 249 Nordstrom Rack stores, two clearance stores, six Trunk Club clubhouses and
three Jeffrey boutiques. Nordstrom also serves customers in 96 countries through
nordstrom.com, nordstromrack.com, and its online private sale site, HauteLook.

Soko Glam

Soko Glam was founded on December 1, 2012 by aesthetician and author Charlotte Cho and
Businessman David K. Cho. The couple met in 2008 while in Seoul, South Korea, and began
curating Korean beauty products to the U.S. marketplace. Soko Glam operates as an online
retailer of Korean beauty products and treatments, specializing in Skin Care, hair, and
makeup. The company has recently expanded to become one of the biggest firms in the U.S.
to specialize in K-Beauty products and treatments. Soko Glam currently distributes globally
from its headquarters in New York City, U.S.
Ulta

Ulta Beauty Inc. (formerly known as Ulta Salon, Cosmetics & Fragrance Inc. until January
2017), is a chain of beauty stores in the United States, headquartered in Bolingbrook, Illinois.
Ulta Beauty carries cosmetics and skincare brands, men's and women's fragrances, nail
products, bath and body products, beauty tools and haircare products. Each store is also
equipped with a salon, Benefit brow bar and Dermalogica skin bar. Ulta Beauty currently has
1,196 stores across all 50 states.
2.0 Summary of articles

Article 1

Going ‘Rouge’: How Beauty Brands Are Winning at E-Commerce

Written by Nicole Spector, this online article talked about how effective it is for beauty brands
to advertise their products online than in-store. The author stated that online advertisement
has one of the best advantages in which brands offer tutorials on the usage and result of their
products rather than actually advertising them. This is said to be quicker and more hypnotic
than traditional television commercials (Spector, 2017). Glossier is an example of a brand that
uses this method. Kwon, the CEO of Kwontified stated that this method gives out information
and at the same time educating the viewers which gives better assurance. Furthermore, the
advertisements allow viewers to read feedbacks about certain products or brand that helps
them understand better than having to go to stores and test the products themselves.

Apart from that, the social media is said to be the platform of persuasion, where customers
are influenced by beauty gurus of various places such as YouTube and Instagram. These
influencers also engage better with their audience than a regular advertisement and more
affordable to work with (Gerard, n.d., stated in Spector, 2017).

Online promotions also work better as it is easier for the audience to reach. According to
celebrity makeup artist LeDiedra Baldwin, audience who have seen her on television are
making her move to the online community just to share her makeup and skin care line. Online
stores offer easier accessibility to the customers to engage no matter where they are (Chen,
n.d., as stated in Spector, 2017).

By the end of the article, the author discussed on the fate of the physical stores. Kwon (n.d.),
stated that they should feel threatened by the rise of e-commerce. However, there is no need
for worries as majority of cosmetics are still sold in stores despite the growth spurt in e-
commerce (Spector, 2017). Although e-commerce offers better engagement with the
audience, the people will still visit the stores to test on a product by themselves. Also, e-
commerce still has challenges to be faced such as trying to shift the customers from the
advertising platform, such as Instagram, to the brand’s official website to actually shop for the
product. Therefore, e-commerce convenience in reaching the audience will not risk the stores
to be replaced or closed down.
Article 2

Beauty Is Finally Heading Online: Five Ways New Technologies Support the Growth of
Beauty E-Commerce

This article talks about how new technologies are supporting the growth of beauty e-
commerce. Some of the new technologies that were mentioned in the articles are artificial
intelligence (AI) and augmented reality (AR). These kinds of technologies enable customers
to evaluate, compare, test and discover beauty products online. Regarding these new
technologies, a research team called Coresight Research attended an event called the Tech.
2018 that focused on the intersection of retail and technology. Bright opportunities for beauty
e-commerce were also discussed in the event.

One of the things that was discussed was about AI. Coty, a global leader in the beauty
segment, is using AI to help shoppers choose which fragrance product to buy. Coty also
provides a chatbot to help customers discover a conversational way to find the correct
fragrance brand for them. Another new technology for beauty e-commerce that was discussed
was about AR. Cosmetics can now be tried on using AR. The way this technology can be used
was explained by the author based on the findings from the event. Besides the technologies
like AI and AR, our technology generally, as described by the author is not just about making
it easier for consumers to try new products, but it is also about helping them to discover new
brands. Overall, this article provides valuable information about how new technologies can
boost up the growth of beauty e-commerce successfully.
Article 3

Beauty and The E-Commerce Beast

This article highlights on the major reasons that make e-storefronts more appealing to
the customers in this era of technology. Customers are divided into three categories which are
online enthusiasts, information seekers and showroomers. Each of these categories make use
of e-storefronts in different ways. The writer then mentioned how this is a feature that helps
customer to choose the best product for them instead of just simply going to the physical
storefront and buy any brand they can reach for.

In the beauty category, skincare products are seen to have the biggest figure in
purchases made online. The writer stressed on how e-storefronts are racing to provide the
best profiling of their customers to match what they need instead of blindly recommend them
products. Personalizing products to each customer is a huge role in making the customers
stay, this is being worked on by thousands of beauty e-storefronts eventhoughj there are still
remarkable failure in personalizing 100% of what the customers need.

Overall, the article focused on how e-storefronts have been using e-commerce to stay
on the line with bigger percentage of customers. Although there are still improvements that
need to be taken into account, most e-storefronts in the beauty industry have received good
feedback with a huge increase in number of customers compared to their physical storefront.
Article 4

A ‘Better Experience’ Is Boosting Beauty Product Ecommerce

The article highlights a few major questions in the readers head regarding beauty
product in the new concept of technology called Ecommerce in term of the reason of its
booming, the potential of it, the current situation of the traditional beauty shop and many more.
Generally, it could be seen that the Ecommerce concept or known as the digital trading is rise
up about 2% to 3 % because of the various reason.

The main reason of the booming factor is the experience factor. As it is the new
technology, people tend to try and experience it on their own. Having said that, the pushing
factor of the conventional beauty shop which usually use salespeople to force them to try new
product and being followed around makes the shifting of customer even greater. On top of
that, the pulling factor of Ecommerce play important roles in this situation where the platform
provides more convenience product and price comparison aspect in which really helpful to the
customer out there.

Point to be taken here is a lot of big player in the industry adopting this concept in order
to keep on moving forward and growing profits. This is parallel with the time being technology
and all these companies did not want to be left behind. In fact, they are now competing to each
other on which are the best platform to be used by customers. Companies like Amazon,
Sephora, and Wal-Mart are the one who are successful in this particular concept.

As the implication of the Ecommerce on beauty retailer, their businesses are affected
with this technology a little bit by about 3%. This is because the customer prefers the
Ecommerce as there is no middle man involved in the transaction in which save money. Other
than that, somehow the conventional beauty shop only acts as a showroom where customer
try the product which the browsing in the internet.

Furthermore, the experience factor again wider its spectrum on the customer when
there are a lot of videos and tutorial out there regarding the suitable and best product for
consumer. That being said, this means that customers are being provide with a wide range of
option to them in which give major point on the Ecommerce concept. They are not required to
buy the product first and later on frustrated with the result. In addition of that, this new platform
provides free shipping and free returns on their goods which makes life much easier for the
customer.
Article 5
Beauty e-commerce trends 2019

Millar (2019) wrote the article to discuss the trend of e-commerce in the beauty
industry. Despite the large variety of bigger industries that have emerged to disrupt the e-
commerce industry, the beauty industry has been resilient to survive. The author also
mentioned that the beauty industry is going through major reinvention with expected to value
at $740 billion by 2024. The major contributor to this growth is the e-commerce trends that
enable the customers experience to be controlled by the variety of brands.

The author then explained how the brands are controlling the customers experience
which is through social media, organic and paid search, and the rise of omnichannel. New and
innovative marketing strategies seems to be the talk of the industry since the emergence of
fresh brands in the market. One of it being the use of social media, providing newcomers in
the industry with strong footing to compete to already established brand. Millar laid out an
example of new beauty brands, Glossier on how they used their simple yet compelling ethos:
“The individual should be celebrated.” An exhibit on how the newcomers are using their
newness to market themselves as “fresh” alternatives to existing industry giants.

Bigger industries do not give in and they have taken the same strategies used by the
new brands by investing in social media influencers mentioned Millar. Other method includes
changing their style to cater to millennials. Besides that, Instagram is the social media platform
that brands pour their money into marketing their products. Aside from their e-storefront,
beauty brands also use shoppable post on Instagram to sell their products which will result in
smooth and seamless shopping experience on mobile. Millar (2019) asserts that 72% of the
consumers made their purchase after seeing in on Instagram because of the Stories feature
that overtook the regular way of purchasing.

The online store also plays an important role in making the beauty brands proper by
giving the customer the liberty of personalization. Features like shade selectors and size
options have enable the customers to experience in-store-like customer service experience
without having to conversing with the sales assistant. Millar (2019) also emphasize on the use
of point-based and subscription system by the brands to retain the customers’ undying loyalty.

All in all, there are many ways the brands can connect with the customer with the
effective use of technologies (e-storefront, social media, etc.)
Article 6

How to Succeed in the World of Ecommerce + Beauty

The writer of this article is Samantha Korenfeld and this article discussed about in what ways
someone who is joining beauty ecommerce world can succeed. It also explained that people
in United States are starting to buy things online and it brings a change to the market trend
where the numbers of real stores are decreasing and the numbers of online stores are rising
up. There are 4 ways on how to succeed in the world of ecommerce + beauty. The first and
foremost thing listed by the writer was sampling. The writer suggested the businessmen to try
to offer a monthly subscription sample of products for their consumers because it can make
their products looked more precious and personalized. The next marketing strategy is by trying
to promote our beauty products through famous person on Instagram or as known as
Instagram influencer.

Thirdly, the businessmen can utilise the feature of crowd sources reviews which can
build confident among the buyers. Reviews by the crowds make customers learn about the
products that they are trying to grab and in some way, it makes the customer be more
confident with their product’s choice. Last but not least, the writer mentioned about beauty
industry's ecommerce success can be attributed to mobile sales and brands are rolling out
digital tools to help customers get an in-person, try-on experience on their phones.

In conclusion, whether a beauty brand is just starting up its business, expanding

their offerings, or adapting decades of success for the modern shopper, the ecommerce space
is proving to be an effective strategy to reach enthusiastic customers and they should keep
staying on the track of latest technologies to succeed.
3.0 Methodology

3.1 Observation

According to Jorgensen (2014), through participant observation, it is possible to describe

what goes on, who or what is involved, when and where things happen, how they occur and
why things happen as they do in particular situations, at least from the standpoint of
participants. Thus, this is the one of the methods of our analysis research.

3.2 Analysis

The data is collected by analysing through our observation, the features of the e-
storefront presented by the participants stated in the 1.2 section. We will analyse the e-
storefront of 6 different companies from the Beauty Brands category.

3.3 Primary source

Information will also be collected from any respondents from the category, e-commerce
such as Sephora, Hermo, ASOS, Nordstrom, Soko Glam and Ulta. These companies use
online advertisement and marketing as their alternatives to increase their profits. Respondents
are observed through the social media such as their websites and Instagram. Then, we
analysed what are the features they use in their website, advertisement strategy for the
products and others. After that, we compared the features used in all respondents.

3.4 Secondary source

We used secondary sources such as website articles, journal articles and other
credible sources as reference. We found 6 articles from various places that focus on online
marketing strategies, online advertisement and others. All of these sources function as support
for our data and as reference for us to make observation towards our respondents.
4.0 Findings

Features Sephora Hermo ASOS NordStrom SokoGlam Ulta

Search
/ / / / / /
Services
Payment
/ / / / / /
Services
Good Flow
of / / X / X /
Transaction
Link to
Social / / / / / /
Media
Provide
after sale / / / X / X
Services
Well-
/ X X / / /
categorised

4.1 Sephora

As soon as the website loaded, Sephora’s e-storefront main page can be seen. The
design is simple and elegant pleasing to the eyes. The use of mild and light colours is a good
design choice by the website designers. There are large images of new arrival that showcase
the product which is good for a website because the design does not overpower the products.
Snell (2016) stated that “A design that is extravagant for no legitimate reason will usually do
more harm than good, as it will draw attention to the design of the site and away from the
products.” This will help the store visitors to focus on the products.
 Figure 1: Sephora's front page

Snell (2016) also asserts that ease of navigation is also pivotal in garnering more
customers. The first requirement of selling a product is that the customers or visitors to able
to shop and find specifically what they are looking for. Stores with large variety of products
need effective navigation to avoid frustration of customer not finding what they are looking for.
Poor customer experience will result in poor sales. Sephora online store has displayed an
effective navigation system. Every item is categorised properly. The use of large fonts also
helps the visitors to see the description clearly.

The search bar also functions properly showing proper results when put the desired
keywords. For example, we put the word “wash” and every product related to the word “wash”
was displayed.

Figure 2 Search Results

There is also option to refine searches if the customer intended to purchase specific item but
do not know the what it is exactly called except the keyword. In the left pane, the site visitors
can refine their searches according to categories, brand and price.

Figure 3 Refine Search

The new arrival tab displays new item in their stores. This can be beneficial for
customers who wanted to try new things or to see if their desired products are in stock. Figure
3 below shows the new arrival section.
 Figure 4 New Arrival

The next smart marketing strategy by Sephora to attract more customers to their
website is to create quizzes. The quizzes are unique because it the answers provided will help
the customer to look for what they are going to buy according to their preferences. There are
also a wide variety to choose from. It ranges from Blush to Sparkle make-up. When clicked on
any categories, a pop-up will appear with questions. For example, when skincare quiz is
clicked, the following appears:

Figure 4 quiz screen

After all the questions are answered, suggestions of products will appear according to the
answers chosen as in figure 5.
 Figure 5 Products suggestions

If the customers cannot spend the time to wait on the order to arrive, they can use the
store locator to visit nearby physical stores.

Figure 6 Sephora's Store Locator

The checkout is also seamless without much hassles. It is easy to navigate and the
visitor can choose to purchase it either as a member or as a visitor. Payment options include
PayPal and credit card. The site is also great because it provides recommendation of product
for the customers to choose if they purchase similar products.
 Figure 7 Checkout

Figure 8 Continue as guest or member

4.2 Hermo

Figure 9 Hermo Home Page

Hermo’s front page can be considered the typical archetypes of e-storefronts. The
failure to focus on the products is due to the overbearing design. The dark colours used
contrast the font, however, it fails to emphasize the importance of each letters on the website
to be readable. The fonts used is too small, making it difficult to navigate through and to search
for what we are looking for. The search is visible and functional. It is great in terms of giving
suggestions with images that not many online stores offer these days.

Figure 10 Hermo's Search Bar

Typing keywords fully or partially quickly returns the results intended. The search
results appear quite fast. It is commendable that they show the latest deals with discount and
timers at the top of the result. Nevertheless, the lack of filtering option makes it bad. The
customer needs to be able to filter what they need to have specifically according to their
preferences. This is an important feature that Hermo should put into consideration for their e-
storefront.

Figure 11 Hermo's Search Results

The requirement to register for an account might be a hassle for some customers that
are not regulars and would like to make one-time purchase. However, visitors can easily link
their account with Google or Facebook accounts.

Figure 12 Hermo's Account

At the checkout part, as usual the buyer needs to fill in billing address. Customers are
also given the option to choose their preferred courier service which is a plus considering the
waiting time the customers have to endure. After choosing the courier service, customers can
choose payment methods which is wide and giving the customers the freedom to pay however
they like. Additional promotion can also be applied to reduce the price. This is a great way to
attract more loyal customers by building trust (Millar, 2019).

Figure 13 Courier Option

Figure 14 Payment Option

Overall, the site is great to use despite lacking some features that can be fixed with
regular feedback from customers.
4.3 ASOS

According to Joe Callon (2016), there are four features any online health & beauty
store need to have in order to success in online business which are fast and accuracy in
search, low shipping costs, security and inventory. Each of them gives impact on the business,
customers and the industry at the same time. Having said that, ASOS gives full commitment
on the respective aspect in their business by providing customer - oriented services. ASOS
website offers the features of fast and accuracy in their search link which enables the
customers to easily browse their needs.

- Fast and accuracy in search

On top of that, ASOS also provides low delivery cost on their product despite a free
delivery for a purchase over a specific amount. With this offer, it would reduce the cost from
the customer to commute to conventional store from their houses.
 - Low shipping cost

On the security aspect, the customers details are very much protected from the wrong
doings or data leaks. It is clearly stated in their website. In fact, they had created a nice secure
home on the internet for their customers. They even tell the customers on how the data of the
customers will be used for.

- Security
 Last but not least, the inventory criteria. ASOS provides a lot of inventory stock for their
customers on their product. This act is quite crucial as it might potentially be the reason of
customer turn over if there are lack of inventory stock.

- Inventory
4.4 Nordstrom

According to Cheryl (2017), there are various essential online beauty shopping guide
for customers in order for them to satisfy their needs such as varieties, luxury, natural and rare
products. These are the crucial elements that need to be fill in by the beauty shop around the
world regardless the conventional or the online one. That being said, Nordstrom platform, an
online beauty shop using Ecommerce have taken the responsibility in that particular case.
First and for most they have provides a good service to customer in beauty industry by offering
a lot of options and choices in their prospect. The website that being put up by Nordstrom had
deliver this aspect on varieties.

- varieties

Secondly, on the aspect of luxury, clearly Nordstrom does not leave it behind. A lot of
prestigious brands that are being promoted to the customer to uphold the trend. For instance,
there are luxury brands such as Lancome, Laura Mercier, Giorgio Armani and many more.
These luxury items could be purchase by online platform provided by Nordstrom easily without
any difficulties. Thus, it proves that Nordstrom provides luxury items as well as the affordable
one.
 - Luxury

Next one is the aspect of natural. Natural product is quite famous in this era as
awareness of natural and organics are much healthier than the chemical are. Products like
Herbivore, Kosas, and Au Naturale are also provided by the Nordstrom platform. This strategy
clearly beneficial in the Ecommerce business in order to compete with other platform and
shop.

- Natural

Lastly, the most important aspect that should be taken care of the Ecommerce platform
are the rare product. People loves to wear rare products that never being wear by others or
hard to find. This makes them feels special and exclusive than the others. Thus, the
opportunity needs to be grabbed by the Ecommerce platform to be the top in the industry. The
rare product in beauty line are like Wayne Goss brushes and Jeffree Star cosmetics or other
exclusive designer product. That being said, Nordstrom also had grabbed the opportunity by
providing various line of rare products for customers satisfaction.

- Rare
4.5 Soko Glam

Soko Glam is known to be an online marketplace that specializes in providing Korean.

Beauty products. The company was founded in 2012 by David K. Cho and Charlotte Cho. It is
considered as one of the biggest providers of K-Beauty products in United States. Callon
(2016) said that ), there are four features any online health & beauty store need to have in
order to success in online business which are fast and accuracy in search, low shipping costs,
security and inventory. At the same time, every feature able to give a significant impact on the
behalf of the industry, business and customers. From the observation of Soko Glam’s website,
we can conclude that it gives full commitment to accomplish all the features in order to maintain
its position as a K-Beauty product provider

 FAST AND ACCURATE SEARCH

For the first feature which is fast and accurate search, we cannot deny that the search
button of its website really fulfils this feature. For the example, when we type ‘skin’ on that
button the result of the search was very accurate and came within the blink of our eyes.
  LOW SHIPPING COST

In term of the low shipping cost feature, SOKO GLAM is above the others where it
offers free shipping fee for customer who spends more than 35 dolar domestically. This is a
smart marketing strategy since it can attract customer to spend more on their product.

 SECURITY
 In the aspect of security, SOKO GLAM keeps all of the personal information of the
customers safely including the name of the customers, customers’ emails, and address. It also
may disclose your personal information if they are required by law to do so or if you violate
their Terms of Service.

 INVENTORY

The last feature but not the least important is inventory. It means that a store must
have enough stock of their products. For this feature, SOKO GLAM manages to have that in
their business because all of their promoted products are available.

4.6 ULTA BEAUTY

Ulta Beauty is known to be a chain of beauty stores that is located in United States,
specifically in Bolingbrook, Illinois. It carries comestics and skincare brands, nail products,
bath and body products, men’s and women’s fragrances, beauty tools and haircare products.
Every store they have is equipped with a salon, benefit brow bar and Dermanlogica skin bar.
Based on Cheryl (2017)there are various essential online beauty shopping guide for
customers in order for them to satisfy their needs such as varieties, luxury, natural and rare
products. That criteria are very important and needed to be filled in by the beauty shop no
matter what it sells. It can be said that Ulta Beauty has taken the responsibility in that particular
case.
  VARIATIES

Firstly, they have provided a good service to customer in beauty industry by offering a
lot of options and choices in their prospect. The website by Ulta Beauty really delivers this
aspect on varieties.

 LUXURY

Next, in the aspect of luxury, it is obvious that Ulta really shows that they can deliver it
well. A lot of prestigious brands that are being promoted to the customers to keep in track the
latest trend. For the example, there are brands like Loreal Paris and Lancome. These luxury
items could be purchase on Ulta Beauty website.
  NATURAL

The next aspect that is taken to consideration is natural. Natural product is quite
famous in this era as awareness of natural and organics are much healthier than the chemical
based. The most famous natural based product on the Ulta Beauty website is ANDALOU
NATURAL’S.
  RARE

Last but not least, the most wanted product kind is rare product. People loves to wear
rare products that never been wearing by others. This makes them feels special and exclusive
than the others. This opportunity is well taken by the Ulta Beauty where it comes up with
products like KIEHL.
5.0 Conclusion

E-storefronts, as observed, have taken a huge part of the beauty industry with several
them being highly known. As a part of e-commerce trading, it is observed how many
storefronts are taking the advantage of technology in their business matters. However, as
simple as not having to meet the customers and assist them in person, there are several work
that need to be done by the e-storefronts.

As reviewed by the articles being summarised, e-storefronts that provide the service
of beauty matters are racing to be the best in personalizing the products to each customer.
This is possibly the best feature of e-storefront as customers get to carefully choose what they
need in their leisure time instead of spending time at the physical storefront which is pretty
time consuming.

The major online purchases made is on skincare products which makes more sense
in saying the best quality of e-storefronts is the feature of personalizing the needs of each
customer.

Therefore, it is safe to say that e-commerce is the new light for storefronts. E-
storefronts have been delivering positive services with well-known site like Hermo.my. The
future of beauty industry can be seen to set in the e-commerce trading with the support of high
technology and loyalty of their physical stores’ customers.
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APPENDICES