Things happen really fast in a retail environment. While brands continue to inject as much promotions as they can in this cluttered space, consumers are swamped to the point of breaking down. Where then is the effort to build a true relationship with the shoppers? Giving more discounts just makes the brand look cheap while stuffing new product features and collaterals just turn shoppers off literally. So, what are brands missing here? Capitalising the opportunity to engage with technology. Take a look at Make Up For Ever’s NYC Flagship store with their solution to the increasing need for product testing before purchase. Many beauty enthusiasts would love to have a go at the products before making their purchase. The idea here is to use Go Pro camera technology for their make up stations.
The strategic location of the station in the middle of the store attracts customers and intrigues them. While there are Makeup Masters at all the different stations, their role aren’t really to help the customers apply make up. Instead, they assist by customising the shades in the boxes for the respective customer. They provide advice and styling tips to the customers who ultimately apply and test the products themselves. I love the angle where the brand positions itself at – “Tutorials with a pro – not by a pro”. Marvellous use of technology and brand experience.
Zack Chia 