ISSUE 01
Leo Burnett / Publicis Groupe
SK-II Customer Journey Now
• Go online to read reviews of SK-II products, especially those written by influencers/celebrities.
• Customers are informed about membership benefits. • SK-II news and promotions are sent to the members’ registered email adresses.
• Visit SK-II website and discover about magic ring test.
• Because the products work, the consumers become brand advocates and shares their experience with others.
• Come across SK-II advertisements on youtube
Post-Shopping
Pre-Shopping
During Shopping
Scenario 2 • Visit SK-II counter to try the magic ring test • After the test finishes, BC share the result and recommends suitable products • In order to receive samples, a customer has to provide her information and join membership program
Scenario 1 • Visit SK-II counter to browse products • Feels pressurised to make a purchase after talking with the BC, leaves the counter
• If satisfied, the customer may buy the products to improve their skin condition
POST SHOPPING 1. Markus Strobel - Living the Brand https://www.youtube.com/watch?v=VSj6Mm6QpJE
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New Technology Judge point of interest preferably in-store, connecting it to what is relevant.
New Current Trends Looking into fashion, beauty etc... focusing on the way they communicate their message to their audience.
New Retail Focusing on how exciting it is and how they attract / retain their consumer.
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All the trends that we are experiencing at the moment are laying the platform of what will happen in the next 5, 10 years. New forms of commerce, media, virtual reality, or social movements are shaping how brands should interact with the more and more sophisticated and conscious consumers. Even though a good product is still the centre of a purchase, it is being wrapped with many layers of experience starting even before the customers go into a store. Moreover, the process actually never ends as the purchase loop extends from one user to others.
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AUTOMATED COMMERCE 2.
Having seen the trend of E-commerce advancing towards M-commerce. Now, the upcomming retail trend is likely A-commerce, Automated commerce. With the aid of AI, new technology and consumers has more important things to do, they would entrust their smart gadgets or authorise platforms in order to help them get through the mundane activities of life.
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1. FREDA: Tampons auto-ordered by AI, algorithm sync to user’s monthly cycle reflected on fertility apps.
2. FINERY: Helps to document, organise and style your wardrobe on the mobile platform. It syncs to users’ email, put shopping receipts together and provides styling suggestions and visual documentation of one’s wardrobe.
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3. SKININC SUBSCRIPTION PROGRAMS : Subscription delivery of 3-6 months worth of product. Claims “Effortless beauty at your doorstep, we refill so you don’t have to”
4. REVOLUT: Automated travel insurance app which auto-enroll users based on the location tracking. It updates as it detects user moving around different countries and its pay by day basis.
5. GLOSSIER: online beauty brand. Uses ‘soft subscription’ cues for user to have the item redelivered on a monthly or bi-monthly rolling service instead of a one time purchase.
EXPERIENCE (SOCIAL MEDIA CRAZY) Social media is the source of information and inspiration for consumers these days.
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Brands have identified this behaviour and are using it to their advantage. They are creating experiences which are engaging and social media worthy in order to showcase their product subtly. Consumers are now not interested in product talk but the whole retail experience itself.
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1. COCO CAFE: Cafe themed beauty popup by Chanel whereby it launches its new range of make up collection for Cruise 2017. Cakes and drinks are served, girls can sign up for a free express manicure
using Chanel’s range of nail polish. The popup created an entirely distinguish experience from their retail makeup counter.
2. SEPHORA PLAYHOUSE: A celebration held by Sephora on it’s 10th birthday in Singapore. Thematic areas by various cosmetics brand like Kate Von D, Too Faced Cosmetics,
Fenty Beauty and Urban Decay create different experience that is representative of the brand. Entry is open to Sephora beauty pass member and up to 5 friends per member.
EXPERIENCE (RETAILTAINMENT) Retail experience has evolved in such a way whereby the fun factor is an integral element of the consumer journey spurring consumer purchase. The typical online shopping experience focuses on rapidity and practicality. In a bid to differentiate themselves from online competitors, physical stores are offering the exact opposite: a stress-free, interesting, inspiring time – an experience to live. To attract, retail adds entertainment and engagement to the mix, becoming retailtainment.
COCO GAME CENTER: An interactive pop-up that offers an all-new beauty shopping experience by combining Chanel Beauty cosmetics items with a game arcade experience.
Apart from trying on the newest items from Chanel Beauty, people also get to play arcade games and win exclusive gifts.
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FUTURE BEAUTY ADVISORS
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The current day consumer are well researched and discerning of who they choose to believe. They seek the opinions of fellow consumers who are more relatable instead of beauty advisors. According to RACKED online “Most purchases are planned- the buyer now goes in knowing what she wants at least 70% of the time” Consumers are drawn to online shopping simply because there is no pressure to purchase, they do it at their own pace in their comfort zone or simply anywhere with connectivity. The future beauty advisors are possibly interactive platforms in-store.
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1. SEPHORA X PERCH: Tap & Try is an interactive display platform which allows user to view themselves in different make up products using AR features.
2. HI-MIRROR: Smart mirror device which is a platform for beauty analysis and management tool. Consumers seeks beauty advice from online community and technology.
RESPONSIVE PROJECTION MAPPING
Projection mapping are used as a means of engaging customers. It renders a more intriguing experience with motion visual which are easily changed according to different season or marketing intentions. Projection mapping is a technology that has been around for a few years but technological advances has made it more effective and responsive in well-lit retail environment with sharper imaging capabilities.
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1. QUALITY STREET: Created an interactive in-aisle show stopper for a three month period during Christmas. There is a 41% increase in sales during the implementation.
2. NIKEID DIRECT STUDIO: Consumers customise their pair of nike sneaker in the NIKEid Direct workspace, the colour configuration is projected directly onto a all white Nike sneaker
on display. Thus, a clear representation of the customised pair is depicted instantaneously.
3. LIGHTFORM: Compact wireless computer and camera system which allows AR projection experience in both bright and dark environment upon attaching it to a projector. It gives
opportunities for beauty retail counters to tap on this technology and apply it in departmental stores. Replacing visuals projected for different launches become more time efficient with this technology.
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INCLUSIVE BEAUTY The beauty industry is largely divided by genders and in current day there is a trend of eliminating this gender divide. Makeup and skincare brands are now breaking down gender and racial barriers for a more equal representation of the society. Inclusivity also gives brands access to a broader range of consumers by addressing their needs.These brands are quick to keep up with the evolving values of the society in pursuit of gaining a bigger market share.
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1. THE PANCEA: Seeks to target “genderagnostic� skin concerns with a streamlined range of products inspired by the K-beauty philosophy
2. FENTY BEAUTY: Rihanna was inspired to create Fenty beauty as she observed a void in the cosmetics industry for products
that performed across all skin types and tones. Fenty Beauty focuses on creating a wide range of shades which matches all skin tones.
COMMUNITY LEARNING Information online is burgeoning at an incredible speed. The new uprise of social media channels enabling self-curated content, learning from a dedicated platform is seamless.
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Brands also jumped on the bandwagon in forming their own community where users seek relevant associations and information. Consumers these are discerning in the kind of information they subscribe to and usually more keen in a multi channel discussion than brands’ attempt at influencing their audience with a singular ideology.
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1. TODAY AT APPLE: It has become a key part of Apple’s recent retail philosophy which aims to reimagine Apple stores as modern-day town squares. While marketed as something
new, effectively it was a rebranding and expansion of workshops and other events the company was already holding.
2. INTO THE GLOSS: Started by Emily Weiss, it is a beauty website which explores the routines of inspiring woman. The platform also publishes articles with a touch of personal style, women
are active in partaking in discussion of beauty topics. The platform gives insights and opportunities to create a skincare/makeup range which the users want.
COLLABORATIVE RETAILING In recent years, brands are teaming up and reaching out to different collaborators to create new demands for such efforts.
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Brands tap on one another’s capabilities to co-create new product ideas to stimulate consumers and creating reasons for purchase. This mutualistic relationship helps brands to reach out to a greater audience.
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1. IKEA X HAY (YIPPERLIG COLLECTION): Ikea was able to uplift the brand’s image and appealed to those who desire designer collection in their space
whilst HAY saw it as an opportunity to present itself to markets like Asia where the brand is less sought after.
2. WALMART X BUZZFEED’S TASTY: Unveiled an exclusive new line of kitchen products that will bring the fun, ease and accessibility of Tasty’s signature recipe
videos to Walmart and consumers nationwide. Prior to this deal, since last year Tasty’s step-bystep recipe videos have been containing links to buy products featured in the videos – such as
pots and pans, bakeware, and other kitchen tools – directly on Walmart.com and Jet.com, which is owned by Walmart.
SK-II Customer Journey 5 - 10 years time • SK-II collaborates with relevant activities to promote good causes e.g. Marathons, Pink Ribbon run, Yoga events
• Automated retail system: The app, which syncs to consumer’s calendar, tracks the frequency of purchase and product usage duration. Users can choose to either order the products on a subscription basis or get alerted when the product is running low by the app.
• Using AR location-based scanning to launch Limited Edition bottle e.g. Scanning Merlion reveals Singapore Limited Edition bottle • Become more gender-neutral by promoting the SK-II couple
• As SK-II rewards system is international, consumers can redeem limited edition gifts from various countries.
• Exclusive promotion and information available only on SK-II app
Post-Shopping
Pre-Shopping
During Shopping
Scenario 2 (in a retail environment) • In-store : Private counters are available with virtual influencers/ personalities stationing on digital interactive screens to perform the magic ring test. Moreover, after consumers share their current routine and concerns, the virtual influencer will provide advice and suggestions on the best matched SK-II products to improve their skin condition.
Scenario 1 (in comfort of home with a SK-II app) • With basic version of Magic ring test features integrated into SK-II app, users can do it by themselves at home. • In app community of SK-II users are encouraged to document their skincare journey through photos or blogs. People not only can upload details of their skin type, skin condition and lifestyle (e.g. water consumption, duration of sleep), but also can share their concerns and get suggestions from others on the platform. • With VR on their mobile devices and a specially designed SK-II experience kit of EEG receptors, consumers can do store walkthrough and even feel the products’ texture on skin. If satisfy, consumers can order and receive the products within a day.
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