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Beauty for All: The Future of Prestige at Mass
By: Alison Aidlin, Elizabeth Del Pozo, Devin Homsey, Anahita Mekanik and Liza Rapay
Posted: August 26, 2011
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Mother's Day: The store will create a bonding experience for mothers and daughters in collaboration with Bumble and Bumble. Offering on the go services to promote a curated selection of products. The brand will benefit from exposure to new customers and the store will leverage its on-premise facilities such as the photo studio to keep the customer in the store longer and give their customer the ability to share the experience with friends and family.
August: The busiest time for back to school shopping, Clinique will engage all these shoppers by offering a limited edition 3 Step trial kit. The set would be merchandised in the Beauty Sphere and in key touch points such as the jeans department and the school supplies aisle.
The ULTIMATE shopping companion. We will engage the consumer with the ultimate shopping companion—the smart phone. A recent Google study shows that 79% of smartphone consumers use their phones to help them with shopping. 95% of smartphone owners look for local information on their devices and 88% of those owners act within one day. This will be a key tool to announce localized collaborations in mass merchants.
From virtuality to reality, how do we offer an experiential connection beyond the store? The answer: digital connectivity. According to Natalie Massenet, “When you’re selling from a digital screen you need to reach out to the consumer in entirely new ways … give them a reason to come to your website.” Digital connectivity is integrated into the online experience by entertaining, educating and evolving with the consumer.