Sphere No.49 (Aug 2019)

>> SPHERE #47 2019 17 A SHOPPER’S DREAM: THE ENDLESS AISLE Even an empowered manager with hyper- relevant real-time data can only fit limited products in a physical space. Any gap can leave a body wanting when it cannot find what the heart desires. The Endless Aisle, launched in Hong Kong in PARKnSHOP, FORTRESS, Watsons (also Taiwan), and some Rossmann stores in Poland, aims to put an end to the wanting. In-store touchscreens allow customers to browse a truly massive selection. Promotions, product intel and more enhance the experience and provide a promise of delivery to the store with a flexible pick-up time. A frustrated customer, potentially leaving with no purchase, becomes a happy customer guaranteed to come back for a pick-up. A MILLIONWAYS TO BE BEAUTIFUL Decision-making leading to purchase can be stymied by indecision, especially for beauty products. People want to see what they will look like with the product on their face. And as any little girl (and many big ones) will tell you, it’s fun to play with make-up and share with friends! Watsons in Hong Kong has led with using virtual reality (VR), augmented reality (AR), artificial intelligence (AI) and deep machine learning to let people have fun playing and sharing with friends. The in-store StyleMe, also launched across Asia, lets people apply virtual make-up as they look at a camera- equipped touchscreen. The AR version of themselves on screen can show them hundreds, maybe thousands, of make-up combinations on their faces without the fuss and mess of actually applying them to their face. From subtle shading to mad party looks, it enables consumer decision-making. In Malaysia, #ColourMe was the name of the AR function available in the Watsons app incorporating L’Oréal’s ModiFace AR app which allows shoppers to virtually try on make-up. Delivered in store or as an app on users’ phones, it connects customers directly to purchasing. #ColourMe allows users to post photos directly to social media, further spreading the news. Early trials in May recorded an 83% purchase conversion rate and added an average of 20% transactional value per basket, both figures as compared to all app shoppers. Now, it’s also available in Thailand, Singapore and Taiwan! Social media are huge parts of people’s lives now. #ColourMe