Webrooming, or researching a product online before buying in a physical store, has helped boost in-store traffic for a few retailers in particular last year.

Ulta Beauty’s ecommerce growth rate came in lower than anticipated, a shift that CEO Mary Dillion attributed to customers’ desire to visit stores to see and test makeup from digitally native brands like Morphe Cosmetics and Kylie Cosmetics. The beauty giant plans to open 80 new stores nationwide in 2019.

Sourced through Scoop.it from: www.emarketer.com