editorial reports.
'Augmented reality, which started out as a novelty, as entertainment, as a first cousin of silly-fun Snapchat filters, looks to be turning into a powerful and hugely significant sales tool for the cosmetics industry,' (Business of Fashion, 2018).
This article published on Business of Fashion explains in detail; what Augmented Reality is, the variation of technology that brands can utilise and the benefits that it would bring for brands to employ the technology. 'ModiFace' is an industry leader for virtually trying on make-up and is currently launching hair colour technology, exploited by brands including L'Oreal and Estee Lauder. 'YouCam' is a group of innovative apps that allows individuals to try on beauty products virtually as well as trying on make up looks worn by celebrities and engaging in live make up tutorials by professionals.
The list of benefits that Augmented Reality will bring to an in-store environment are: a personalised experience, integrating the omnichannel journey, it's an informative tool, increases interactivity and engagement levels, it evidentially drives sales as it encourages individuals to buy more than initially planned due to being educated and offered new products and as well as this, it will act as a data collection tool for Boots.
'Physical stores are not going away any time soon – they are becoming more and more engaging and experimental. Online is growing every day, but it cannot compete with a true shopping experience – retailers know this, and are therefore increasingly pushing the boundaries of what is possible,' (Drapers, 2018).
Drapers outline the five key changes that the retail industry will experience in 2018 influenced by changing consumer habits. Consumers demanding intangible experiences over tangible goods is a prominent subject evident throughout the five trends. Firstly, integrating in-store and online channels by investing in experiential elements will create a streamlined omnichannel brand, encouraging a consistent brand experience. Personalisation will be an important detail that brands will be concentrating on in 2018, technological advances will develop many personalised experiences. Interaction from consumers will be encouraged by ensuring in-store environments amplify the retailers brand message and the use of digital devices to promote interaction. Brands will continue to innovate and develop their business strategy to maintain and satisfy the demands of continually changing consumer habits.
This article presents the highlights of technology in the retail industry in 2017 with examples of brands promoting the devices in-store. Two key technological developments that could be successfully employed into beauty in-store environments include: Virtual Reality technology, used to create memorable and engaging experiences and to create innovative marketing campaigns, to encourage footfall. Facial Recognition Technology and Augmented Reality evolve the in-store environment into a memorable experience, encouraging an increase sales and footfall.
'Successful shops of the future will use the shop floor to give their customers something a screen can’t – something to improve customers’ lives, show a greater understanding of them, build a sense of community and, ultimately, ensure customer loyalty,' (The Guardian, 2014).
The Guardian address the concept of the 'click and mortar' revolution - bringing physical stores to life by employing digital technology into its environment. The article focuses on ensuring brands utilise technology to satisfy their customers and 'use it correctly' to enhance the in-store experience. Selfridges nationwide campaign 'The Beauty Project' is used as a successful example on how to involve customers through technology devices. Digital photo booths were installed in-store and the photos taken were then projected within store windows and also posted on social media, acting as a promotional tool for the brand. Integrating technology is all about offering a 'value-added' service to engage and entertain the consumer.
The Guardian logo, 2018.