The in-store experience can be brought to digital life with AR. Here American Apparel uses it app to reveal tonnes of information on its products as well as showing customer reviews and providing the ability to buy the product online if it’s out of stock and to see it in ever available colour.
LONDON, United Kingdom — Balmain is a brand on the rise. Since Olivier Rousteing was appointed creative director in 2011, the young designer has overseen a digital revolution at the historic French house. “I was born with Facebook and Twitter and Instagram and Skype. The fact is I love communicating with people. I love pop culture, and pop, for me, is popular and population,” said Rousteing, in an exclusive video interview with BoF’s Imran Amed, two weeks after he became the most followed french
Sephora is freshening up its commitment to being a leader in digital beauty retail with mobile tactics playing a key role, including the introduction of in-store beacons to send birthday alerts and loyalty program updates as well as an augmented reality application.
Depuis un an, L'Oréal propose aux internautes les styles des stars sur le tapis rouge en un GIF réalisé en quelques minutes, et surtout à un clic de l’achat avec le hashtag #lorealparislive… Une opération renouvelée à l'occasion des Golden Globes.
Sephora was America's "first unbiased beauty experience," and today the 700+ store global brand is also unbiased about the customer journey. The popular retailer engages shoppers in every channel, from social media and search ads to an online app that allows in-store shoppers to scan products for more information. Here, Sephora talks about how better-informed customers are happier and more loyal in the long run.
La marque de produits de beauté L'Occitane en Provence relève le défi d'une relation client multicanale. Réconcilier retail et digital s'avère primordial, relève Mathieu Staat, directeur digital et CRM de L'Occitane.
David ChongWa's insight:
L'Occitane's strategy shows that digital works best when integrated into the existing shopping experiences, rather than treated as a separate concept.
Entre le luxe, synonyme de rareté, et le digital, symbole d'abondance, l'alliance est loin d'être évidente. Et pourtant, elle est source d'expériences uniques, personnalisées et authentiques. Le luxe 3.0 vit sa lune de miel.
RANCHO MIRAGE, CA – A Sephora executive at the Mobile Shopping Summit 2015 said that while beacons open up significant opportunities for personalized in-store experiences, more time is needed to figure out the best engagement strategy and for Android’s play to develop.
Campaign: Launching Dramatically Different Moisturising Lotion + Client: Clinique Agency/partner: AdRoll Background Estée Lauder’s prestigious make-up brand Clinique has been providing skincare since 1968. Its famous Three-Step Skin Care System is underpinned by the belief that great skin can be created and its hero product – Dramatically Different Moisturising Lotion – is Clinique’s number one selling product. The moisturiser, which is so popular that it’s also the number one selling skincare
Marketers are starting to embrace a "mobile first" ethos as they learn how to reach consumers on smartphones. Here is a case study from l'Oreal with the "Makeup Genius" a virtual makeover app.
"When it comes to makeup, most potential customers prefer to try before they buy. But the ability to test products isn't as likely when you're perusing the aisles of a drugstore. Recognizing this, L'Oréal wanted to revolutionize the makeup shopping experience by creating Makeup Genius. The iOS app lets consumers scan their own features, browse a catalog and then virtually apply makeup before making a purchase. Consumers can also scan product barcodes in-store to test those items with the app.
To bring Makeup Genius to life, L'Oréal worked with Image Metrics, a company that creates facial recognition software for video games and movies. With this technology, a mobile device's front-facing camera becomes a virtual mirror. The app captures 64 data points on the face, allowing it to discern between the skin on the lips and skin on the face. The technology is also able to recognize other facial contours. If a consumer finds a product she likes, she can save it to her phone's camera roll. The app also gives the option to share the new look with friends on Twitter and Facebook."
Macy's is a 150-year-old department store with a deep connection to its core audience: women ages 25–54. Today that customer shops online, offline and everywhere, so Macy's has adapted its inventory, marketing and internal team structure to let her research, buy and collect her purchases where and when she wants. Here, Macy's executives talk about their successful omnichannel approach.
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