Smart retailers are extending the consumer in-store and webstore shopping experience via digital technology in different ways.
Sephora recently launched their new android shopping app, expanding its education-driven monetisation.
The cosmetics retailer’s new app enables customers to shop its inventory and scan products in-store, which gives them access to how-to tutorials and videos, underscoring the company’s’ efforts to drive sales with education-based content.
In addition, new consumer-help tools such as Pocket Hair Stylist, were designed to teach customers about the latest hair styles and trends, which can be customised, based on hair type.
“Sephora has had tremendous success with our mobile integrations over the years – we view the mobile experience as an extension of our store,” said Lucinda Newcomb, vice president of digital products at Sephora.
Sephora’s other commerce-friendly platforms like the Virtual Artist app, are also part of its mobile-extensive repertoire of technologies.
The retailer recently unveiled its augmented reality and artificial intelligence app earlier this year, which enables shoppers to virtually try on false lashes, try on over 70 lipstick shades or eyeshadows and watch tutorials using their own image.
“This is a significant expansion because we are adding elements that we know will help empower and educate our clients’ purchase making decisions, and they’re done in a way that is fun and engaging,” said Bridget Dolan, vice president of Sephora Innovation Lab.
Consumers can also scan products with the new android app while in-store, to instantly view relevant product information, including reviews and ratings.
The new store has been fitted out with new digital customer service extensions, as part of the brands investment in re-establishing their position in the marketplace.
New store features include digital catalogues, fit guides and look books; new point of sale and light box installations; personal styling sessions and; spacious fitting rooms complete with iPads, which enable customers to purchase on the spot.