Author: Charlotte Felbacq
How to promote your personalization service in-store?
Any player in the world of e-commerce, retail, tourism, or gaming will undoubtedly recognize the importance of an engaging and relevant online or in-store experience. Levi's, Lancôme, Netflix, Adidas, Spotify, ASOS, Sephora, and more have integrated the personalization of their services and products into their strategies to strengthen relationships with their customers. Creating a memory, a moment with their customers that goes beyond a simple purchase, is now part of their strategy.
Every consumer is different and wants this to be reflected. This translates into a unique customer journey. Whether it's a personalized gift based on previous purchases, for example, or simply feeling recognized, by offering them a coffee while they wait, or by chatting with them for a few minutes to catch up on their news. More than ever, they want brands to keep their much-touted promise: "You are unique in our eyes."
In recent years, thanks to technological advances, there has been a growing interest in personalized shopping. Customers don't like to be like everyone else; they want to feel special.
Create a store dedicated to customization
Levi's has successfully repositioned a mundane product—jeans—as a true fashion statement, thanks in part to customization. This has allowed it to strengthen its community and attract young people. Similar to a tattoo artist, the customer chooses the color and shape, and the entire product is printed. This concept targets and appeals to young consumers looking to stand out.
Create a corner dedicated to personalization within your store
In their Champs-Élysées store, Adidas has dedicated a corner (Creator Hub) for sneaker customization . Located on the first floor of the store, a graphic designer uses a tablet to draw the illustration the customer wants to see on their pair of sneakers. The workshop is done on-site and the customization is done in front of you! Your sneakers, t-shirts, sweatshirts... will now be unique and reflect your image.
Combining technology and personalization for a tailor-made product
Putting the customer at the heart of the process has never been more true for Lancôme. Its boutique on the Champs Elysées aims to create a spectacular effect through an immersive experience . The brand is getting closer to its customers by using beauty technology. Starting with “Youth Finder,” a tool linked to an iPad app that allows you to perform a skin diagnosis with the help of an advisor. Following this, a personalized skincare routine is offered. Lancôme has also implemented “Shade Finder” within its flagship store. This scan, combining artificial intelligence and consumer needs, offers a foundation that matches your skin tone by appointment with professionals. Capable of identifying 2,000 different skin tones, this patented “Teint Particulier” technology can create a personalized foundation that matches each woman's skin tone, all in 30 minutes. 3D printing, engraving, and gift wrapping spaces also complete the premium customer experience. Lancôme has gone even further to offer a complete experience by offering several refillable products as well as a zero-waste terminal where customers are invited to drop off their finished cosmetic products for recycling. These numerous innovative tools and services make beauty tech a tool that allows customers to enjoy an immersive and personalized experience.
