Author: Charlotte Felbacq
How to highlight your personalization service in store?
Any player in the world of e-commerce, retail, tourism or gaming will certainly recognize the importance of an engaging and relevant online or in-store experience. Levi's, Lancôme, Netflix, Adidas, Adidas, Adidas, Spotify, Spotify, ASOS, Sephora... have integrated into their strategy, the personalization of their services And of their products to strengthen relationships with their customers. Making sure to create a memory, a moment with their customer beyond a simple purchase is now part of their strategy.
Each consumer is different and wants this to be marked. This results in the uniqueness of the customer journey. By a personalized gift following his previous purchases for example, or more simply to feel recognized, by offering him a coffee while he waits, or by talking with him for a few minutes, to find out how he is. More than ever, he wants brands to keep their promise so much claimed by them: “you are unique in our eyes.”
In recent years and thanks to technological progress, there has been a particular interest in customizing purchases. The customer does not like to be like others, he wants to feel privileged.
Create a store dedicated to personalization
Levi's has succeeded in repositioning an ordinary product, jeans, into a real fashion product, in part thanks to personalization. This allowed him to strengthen his community and to attract young people. A function similar to a tattoo artist, the customer chooses its color, shape and everything is printed. A concept that targets and seduces young consumers looking to stand out.
Create a corner dedicated to personalization within your store
In their store on the Champs-Elysées, Adidas has dedicated a corner (Creator Hub) for the sneaker customization. Located on the first floor of the store, a graphic designer draws, using a tablet, the illustration that the customer wants to see on his pair of sneakers. The workshop is done on site and the personalization is done in front of you! Your sneakers, T-shirts, sweatshirts... will now be unique and in your image.
Combining technology and personalization for a tailor-made product
Putting the customer at the heart of the thinking has never been more true for Lancôme. His store on the Champs Elysées aims to create a spectacular effect thanks to a immersive experience. The brand therefore goes as close as possible to its customer by using beauty-tech. Starting with “Youth Finder”, a tool linked to an application on an iPad that allows you to perform a skin diagnosis with the help of a counsellor. Following this, a tailor-made care routine is offered to you. Lancôme has also set up the “Shade Finder” within its flagship store. This scan, combining artificial intelligence and consumer needs, offers, under appointment with professionals, a foundation corresponding to your skin tone. Capable of identifying 2,000 different skin tones, this patented “Teint Particulier” technology can therefore create a tailor-made foundation in line with the skin tone of each woman, all in 30 minutes. Also, areas for 3D printing, engraving and gift wrapping complete the premium customer experience. Lancôme has even gone further in order to offer a complete experience by offering several rechargeable products as well as a zero waste terminal in which customers are invited to deposit their finished cosmetic products so that they can be recycled. These numerous innovative tools and services make beauty tech a tool that allows customers to live an immersive and personalized experience.
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