All posts by : j.kholeegan

The cosmetics sector is an innovative, frenetic sector and is used to respond quickly In relation to the behaviour of the target audience. Also in this context, with the pandemic, cosmetic brands have been able to take the opportunity to invest in the brand building and CSR.
Being adaptive and changing in relation to the context is the key to dealing with the new Normal especially for an industry that is based on empathy, emotional levers and in store experience.
It’s a matter of fact, for cosmetics and perfumery, in store visit to test the product is often the last of the phases before the purchase. The make up artist’s advice or a sales assistant tip are highly appreciated for this kind of shopping experience.

At this particular time, however, the rational factor has an heavy role and concern about the risk of contagion should not be underestimated as it represents the first major block to the return to stores.

In the beauty sector this element is greatly accentuated by the fact that the contact with the object, the product test or the interaction with the make up artist were a important motivation to make the purchase experience offline. Before the Covid 19, cosmetics were used to making experience marketing one of its cornerstones. The pandemic will lead to a re-examination of the way experiences are designed and what was previously entrusted to senses such as touch and smell must now necessarily be mediated by technology.

Create an environment that allows customers to try or know the product in the safest way is the most effective way to get the public to bond to the brand. Today, more than ever, experience marketing campaigns are imposing a new parameter of measurement beyond the ROI. Let’s talk about the Return on Experience.

The experience marketing will have to be based on touch-less device and olfactory marketing will ban the spray to testing the product.
For these two important and necessary challenges the technology already offers available solutions: space sensors and artificial intelligence to manage the traffic inside the store and to assist customers in interaction with the product, “smart digital signage” with touch-less interactions to offer insights and advice in relation to the profile and characteristics of the customer, interactions with the product through RFID technology, dispensing olfactory traces with fragrance activators without aerosol and so on. Munogu’s experience marketing solutions have been designed to help retailers in this transition and bring digital technology within the physical retail experience but with an invisible approach.

The quality of customer experience will be hardly affected by the quality of public health. The social side effects of social distancing brought by the pandemia is a crucial aspect in shaping the customer experience and deserve acute attention.

“Preventive measure” is the safe word to go back to shops, public places and common areas.

Governments are thinking about the procedures and regulations for the reopening of activities in complete safety.

Retailers know that  priority number one is to guarantee the recommended social distancing guidelines, take some technological preventive measure to manage store traffic and social distancing provide tools and services avoiding touch screen and shared devices.

But there is also another aspect. Keep on staying connected with customers with a different and safe approach will be a challenge in the new normal.

Customer, employee and store associates could get anxious in social interactions therefore the purchase funnel could be wildly more complicated then before. 

Technology could help to mitigate the effects of social anxiety by enabling effectual funnel without forgetting that the lack of social connections will require a very attentive care.

It will be necessary to re-think the way retailers and brands provides services and product. Customer services, omnichannel strategies, marketing automation and loyalty program will became increasingly important.

Time to plan the future of retail and time is ripe to conceive new ways for providing products and services. At a time of difficulties and economic crisis, retailers are endeavoring to find ways of boosting sell, reducing costs, making things quicker, easier and safer for public health.

Here are 4 ‘must-have’ retailtech solutions to face the crisis brought by the global pandemic and to take a giant leap into the future of retail.