The HOC's Holiday Chronicles #2

As the sun begins to set on another summer, we're here with the final edition of our Holiday Chronicles. While the days might be getting shorter, we're just warming up! This issue shines a spotlight on Serviceplan Make, highlighting the incredible innovations and creative projects our team has been crafting. From groundbreaking campaigns to inspiring insights and videos, we've packed this edition with all the news and achievements you won't want to miss. So grab a cozy drink, settle in, and enjoy the last rays of summer with us!

#1 Discover the Make Showreel

We proudly present the latest showreel of Serviceplan MAKE. This compilation showcases some of our most impactful projects from the recent past, highlighting our collaborations with prestigious international brands like L'Oréal Paris, Nikon, BMW, Mini, Vandemoortele as well as ICI PARIS XL.

Serviceplan Make is the craft content production agency within the Serviceplan Group, the largest owner and partner-managed agency group in Europe, with offices in Amsterdam, Brussels, Paris, Milan, Poland, Munich, Hamburg, Cologne, and Frankfurt. At Serviceplan Make, we blend creative vision with technological innovation to excel in scalable content production across all touchpoints, streamlining complex tasks with smart tools to ensure our clients exceed their marketing objectives.

Since its founding in 2014, Serviceplan Make has been synonymous with innovative and creative content creation, delivering solutions across online, offline, and phygital platforms. Our services include cross-media production, decoupling and internationalization, marketing technology, and a results-oriented approach driven by a deep understanding of market trends and audience insights, both nationally and internationally. With around 350 employees, we proudly serve clients such as L’Oréal Group Benelux, Nikon, Ici Paris XL, BMW, Mini, Mars Group, and Vandemoortele. We uphold our guiding principle that Make is the “innovation agency for brand-specific content.”

We MAKE ideas come to life, we MAKE content scalable, we MAKE production excellence.

CREDITS?

Graphic Designers: David Storm – Paul Follezou – Dinahlee Cameriere – David Laurent – Jeffrey Gijsen – Karen Post – Christopher Perri – Kevin Cherton?– Redgie Stalpaert – Za?a Tachfit – Margot van Saene – Karen Post – Pascale Lahure

Project Managers: Kieu Tien To Hoang – Cyriane de Portocarrero – Hedwich Hornstra?

Account Leads: Tatévik Petrosyan – Zina Chénani?

Studio Managers: Veronique Renier – Bert de Blouw?

Managing Director: Monia Kayila?

Clients: L’Oréal Group Benelux, Nikon, BMW, Mini, Vandemoortele, ICI PARIS XL.

#2 YSL BEAUTY x SERVICEPLAN MAKE at ROCK WERCHTER

In July, the iconic face of YSL Beauty, Dua Lipa, took center stage at Rock Werchter, headlining the festival with her electrifying performance. To celebrate, YSL Beauty collaborated with the festival to showcase their new make-up line, 'LOVESHINE'.

At Serviceplan Make, we were thrilled to be part of this exciting project, having been tasked five months earlier with designing and creating 3D simulations for the 'YSL Beauty Light Club' container.

Thanks to the brilliant efforts of our team, the design came to life in spectacular fashion, and we were honored to be invited by L'Oréal to witness it firsthand alongside our clients!

#3 How AI is shaping the future of retail: From personalized experiences to sustainable solutions.

Article by Monia Kayila, Managing Director Serviceplan Make

The retail landscape is undergoing a profound transformation with the advent of artificial intelligence (AI), revolutionizing the way consumers interact with stores. While AI is well-known for enhancing online advertising, its most significant impact is in reshaping the physical shopping experience. According to Monia Kayila, Managing Director of Serviceplan Make, "Consumers today seek a seamless and coherent shopping experience rather than a simple transaction. Innovation, content personalization, sustainability, inclusivity, and new technologies are the real challenges."

Retailers are leveraging AI to provide highly personalized shopping experiences. By analyzing customer data, AI systems offer tailored recommendations and promotions. For example, Amazon Go stores use AI to track customer preferences and shopping habits, offering personalized product suggestions in real-time, thus boosting customer loyalty and sales.

Interactive displays like digital signage and smart mirrors use AI to provide information and recommendations, transforming shopping into an engaging activity. H&M Group’s smart mirrors allow customers to virtually try on clothes and receive style recommendations, seamlessly integrating digital and physical shopping.

Inventory management is also being revolutionized by AI. By predicting demand and optimizing stock levels, AI ensures that popular products are always available while minimizing overstock and waste. Walmart, for example, uses AI to monitor stock levels in real-time, leading to more efficient operations and better customer satisfaction.

AI-powered customer service assistants, such as chatbots and virtual assistants, are increasingly common in retail. These tools handle customer inquiries, providing instant support and freeing up human staff for more complex tasks. Sephora’s chatbot on Facebook Messenger assists customers with product recommendations and booking in-store makeovers.

In the beauty sector, AI enhances personalization and product matching. Sephora’s Virtual Artist feature allows customers to try on makeup virtually, using AI to recommend products that match their preferences and skin tone. This creates a more personal and relevant experience, aligning with current health and safety concerns by reducing the need for physical testers.

AI is also a powerful tool for creating inclusive and personalized healthcare and beauty experiences. L'Oréal's AI-powered skin diagnostics device, Perso, analyzes the user’s skin condition and environmental factors to provide personalized skincare solutions. This approach reflects a deep understanding of individual customer needs and environmental impact.

Retailers like Nike are using AI to provide personalized shopping experiences in their flagship stores. Interactive displays and AI-driven systems in stores like Nike’s House of Innovation suggest products based on individual preferences, creating a highly tailored shopping experience.

AI’s impact on retail extends to loyalty programs and digital touchpoints. As shoppers interact more with AI, their behavior evolves, increasing expectations for human-like communication from brands. Additionally, AI-driven visual search tools allow customers to find products by uploading images, enhancing the shopping experience.

The success of AI-driven retail campaigns is evident in examples like Maybelline’s Fireworks mascara campaign, which transformed shop floors into dynamic, experiential spaces, engaging consumers and driving them from online to physical stores.

In conclusion, AI integration in retail is a crucial step forward in today’s market. Retailers who embrace AI will be better equipped to thrive, as AI revolutionizes customer experiences, enhances displays, optimizes inventory management, and advances customer service and sustainability. Those who innovate with AI secure a vital competitive advantage in the marketplace.

Want to discuss? Get in touch with Monia Kayila, Managing Director Serviceplan Make, at [email protected]