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The Future Of Beauty: The Future of Retail

By: Maura Cannon, Jennifer Marino, Yumiko Nishikawa, Denee Pearson
Posted: August 26, 2010
MPS degree program in Cosmetics and Fragrance Marketing and Management at FIT

Future of Retail: Yumiko Nishikawa (Shiseido Cosmetics America), Maura Cannon (Clinique/Estée Lauder Companies), Denee Pearson (Lancome/L’Oréal USA), Jennifer Marino (MediaCom).

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Hi-touch: Finally, Millennials are in search of tangible products and real experiences to balance their digital lives and keep them grounded. Retailers that provide a customer-centric and personalized approach that merges digital offerings with tangible products and services will be in high demand.

Millennials are screaming out for retailers to challenge the norms, break the rules and build a deeper emotional connection. They want and expect retailers to put them at the center of the retailers' universe.

Touchpoint Integration

In order to engage these consumers, the shopping experience must be an emotional journey. Every moment should be designed to engage millennials; however, it’s no longer as simple as click or brick. We must engage them through an integration of touch points. Let’s take a closer look at some of the examples we feel are best in class:

Wet Seal iRunway
Wet Seal is a perfect example of a common brick and mortar retailer that transformed the in-store experience and represents a no boundaries approach.

Here’s how it works. While shopping in-store, consumers can use the Input Style Tool that enables them to take a picture of the price tag with their iPhone and yields thousands of outfit options created by fans. Consumers can upload the look to Facebook, e-mail it or purchase instantly. This allows for new and enhanced meaning to the traditional retailer “cross-selling” approach.