Be sure to substantiate your answers with reliable sources. See Module Six -- " Ethical Business Practices on the Web to assist in you with your answers.
a. Describe any customer concerns that may affect the use of a website to purchase customized cosmetics.
The greatest concern customers have is if they can trust the quality and validity of the personalized care products they buy online. Trust is the overriding and most critical issue there is when purchasing personal care product online (Lalisan, Rubio, et.al.). In conjunction with trust, many consumers want expert-level guidance when it comes to defining which ingredients to use on a cosmetic product (Groves, et.al.). A customized cosmetics website must also convince customers that the unique production processes used to produce their products is safe, secure and reliable. The aspect of product personalization and mass customization must center on transparency about product quality and openness about each step in the production for the product to be seen as authentic and worthy of trust (Pine, 2).
b. Reflect.com's target customers were people who were beauty involved, meaning they were willing to invest the extra time in designing their own beauty product solutions." Was this target consumer is realistic? Why or why not?
No, this is not a realistic customer because the prices P&G would have to charge to cover the unique production processes, supply chain and fulfillment strategies would force a high price point for these customized cosmetics (Pine, 23, 24). At the high price point needed to make a profit, P&G would have to focus on the more affluent segments of the market. The more affluence, the greater the time shortage, and as a result, it would be unusual to find someone with a high income who had so much leisure time to create their own beauty solution. Because of all these factors it would be unrealistic to assume that highly affluent women, the majority of which have executive level jobs, would have the time to design their own make-up online. These people have time shortages that are significant.
c. What are some of the key challenges of operating an online customized cosmetics business? Your answer must include comments on challenges arising from...
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