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Mintel Forecasts "Kinetique" as Key Trend for 2012

Posted: February 29, 2012

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POS retail and packaging elements also form a key part of the trend, and Mintel forecasts a rise in packaging and products that increase the interactivity between virtual and real worlds. Examples of sound, video and QR codes embedded in beauty packaging have already started to appear, but will start to make their mark globally over the coming year and beyond.

“We’re seeing more connectivity both at point of sale, where consumers use smartphones to get information, and at home," says Lewis.  "From QR codes on pack to sound and video embedded in packaging, brands are increasing interactivity to enrich the product experience. One of the best recent examples is Urban Decay’s Book of Shadows Volume IV [created in partnership with HCT Packaging] which has a USB port built into the palette so consumers can download makeup tutorials and listen to music while they’re getting ready. This blurring of the on and offline space is critical for brands and retailers. It allows them to get closer than ever before to consumers.

“There is growing use of tablets and screens at point-of-sale to personalize the in-store experience. Korean brands in Myeongdong were some of the first to adopt screens and video at point-of-sale, while Clinique introduced iPads for client consultations in-store. In the U.S., RiteAid is trialing an in-store kiosk that performs anonymous video analytics to determine the age and gender of customers standing in front of it. The Reward Center then dispenses vouchers and customized promotions,” Nica concludes.

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