BW Confidential - Issue #3 - September 2010 - (Page 40)

Retail Store concepts Outside the box A roundup of beauty’s innovative new store concepts, merchandising and retail features from around the world Sephora’s store of the future To mark its 40th anniversary, LVMH-owned retailer Sephora showcased its vision of the store of the future at a one-day event in Paris. The retailer’s vision of the store of tomorrow featured a selection technological devices intended to create a more interactive and fun experience for the shopper. They included: An interactive console. This technology, created by design and engineering company Tactineo, allows the shopper to insert a USB key or loyalty card into the device and receive a personalized welcome, as well as a selection of new products tailored to her expectations and tastes. 3D interactive holographic store. Technology called beMerlin developed by engineering company Atracsys, goes beyond the touch screen by allowing a shopper’s hand to be used as a pointer at a distance in front of a screen or other surface. Outside a shop front it provides an interactive window display and allows the customer to stay connected to the store even when it is closed. In-store it can present information on a brand or showcase products and services. In-store consultant table. This multi-touch surface (pictured below) reacts immediately to contact with objects and products by what is known as contextualized diffusion of information. This means that the user can place a product on the table, which will then display information about the item as well as menus linking to demo-videos for product application or a comparison of different items. Magic screen 360°. This display (pictured, above) can be seen no matter where you are in a store. Cylinder-shaped, the 360° transparent screen broadcasts visual content, such as text, picture, logos or movies. The center of the screen has a platform to show the real product, producing a fusion of virtual and reality. The smart shelf. This intelligent interactive display (pictured, far left) features targeted messages depending on the consumer profile. As soon as a client chooses a product, the shelf displays information about it using RFID technology. If the customer chooses multiple products, the shelf facilitates choice by comparing the items. It can also record how many times each product has been chosen from the shelf, thereby acting as a reporting tool to optimize merchandising and assortment. s Back to the future: the smart shelf (top left), magic screen 360° (top right) and in-store interactive consultant table (right) Promoting fragrance collections Retail design company The Attic Room Design has come up with an eye-catching consultation area to promote Ralph Lauren’s Big Pony fragrance collection in the UK. The bright, colorful unit includes a fragrance bar intended to encourage shoppers to sit down and try the four different fragrances in the range. The bar includes four stools, each of which is color-coded according to the color of the fragrance bottle so the customer can identify which fragrance to try. The promotion site consists of a mix of column clads, arches and full floor sites using prints, acrylics and vinyls. The company stated that it was rare to have more than one fragrance to promote at the same time so it was important to ensure the message of each one was clear and strong in-store. September 2010 - N°3 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #3 - September 2010

Cover
Contents
Comment
Update
- Brand & retail news recap
- Digital digest
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
Launches
- The latest in fragrance, skincare & make-up
Interview
- O Boticário president Artur Grynbaum
Insight: luxury
- Category overview
- Pricing
- The internet
- Return to quality
Wellness
- The spa consumer
- Spa case studies
Retail
- New store concepts
Travel retail
- Inflight sales
Market watch: US
- Country overview
- Industry roundtable
- Retailing analysis
- Emerging retail channels
Radar
- Six up-and-coming beauty brands
Packaging trends
- Make-up innovations
Last word
- Inspiration&Creation founder Leïla Rochet-Podvin

BW Confidential - Issue #3 - September 2010

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