The Beauty Of Interactive Experiences In Retail
Original blog found on: https://blog.yourfavouritestory.com/the-beauty-of-interactive-experiences-in-retail
Using interactive technology to create experiences for consumers is revolutionising retail and it could work wonders for the beauty industry, here are our top four reasons why…
High Traffic Periods
Beauty counters can get exceptionally busy which means that customers often must queue during peak times to speak to a retail assistant. Whilst us British are no strangers to queuing there is something particularly infuriating about doing it at a beauty counter. I’m not sure why, perhaps it is jealousy watching other people receive full make overs whilst you are left being pushed around by other shoppers, or maybe feeling that buying a ‘treat’ for oneself should be treated with the same sense of ceremony by the rest of the world. Either way, I am guilty of usually giving up with an ‘harrumph’ and walking away empty handed, and I know I am not the only one.
But what if there was a solution that kept ready-to-buy customers engaged whilst waiting? What if they spent their waiting time actively exploring more of your products, rather than getting grumpy? Wouldn’t that be a win-win for everyone. Interactive technology is that solution.
Slow Days
Conversely, at quiet times beauty counters can seem a pretty intimidating place to visit; a quick Google returns loads of articles coaching women on how to ‘approach’ cosmetic desks with confidence. How many potential sales are lost because women are worried they will get ‘Pretty Woman-ed’ by snooty staff? Or are terrified of over-zealous sales people? Now, in no way am I saying that this is what retail sales staff are like; I’ve had some wonderful encounters myself. However, these fears are a reality and I am willing to bet results in lost sales.
Interactive technology is a wonderful tool for allowing visitors to engage with your products in-store in a non-threatening way, putting the customer in the driving seat. It then makes for an excellent ice-breaker for sales staff to begin the conversation.
Pop up shops
According to a report by EE, the pop up retail economy in the UK is worth ￡2.1 billion… and predicted to rise. Festivals, high streets and shopping centres all have them and they are big earners for retailers. However due to their nature it is not always practical to stock every product in every single colour. Interactive technology and effective integration with point of sale tools means a sample can be tried at the pop-up, and order it in-store to be delivered straight to the shoppers’ home. Seamless!
The ‘Internet of things’
Technology is playing an increasingly large role in the way we shop; the division between online and offline is blurring and being ahead of the curve is going to be critical to future-proof your brand.
By adopting interactive experiences as part of your retail and digital strategy, I am confident you will find an improvement in sales and customer satisfaction… Now that’s a beautiful thing.
If you want to find out more about how interactive technology can help your brand, then get in touch with Your Favourite Story