The solution, according to Ben Weshler, president of Display Systems Inc., based here, is for manufacturers and retailers to work in tandem to enhance in-store presentation.
"Retail presentation has to evolve," said Weshler
."It has begun, but there's still a ways to go." His
firm believes the integration of technology will allow mass merchants to improve the beauty shopping experience.Added Paul D. Miller, senior vice president of the Strategic Marketing Group, "Consumers are ready to use technology today because they are used to it from things like ATMS."
The situation is critical, said Weshler
, because of the growing threat to the mass beauty business from the competition.