Last updated : February 13, 2019 11:20 am
L’Oreal Paris’s new digital end cap installed at HyperCity, Malad in Mumbai, is all about combining technology and shopper engagement to create a distinct presence in the brick and mortar space, finds out Point of Purchase.
Executed by Spectrum Scan Pvt. Ltd., the idea behind the digital end cap was to enhance shopper experience in the store and add lifestyle
Explaining further he says, “Getting attention for our exclusive hair care and hair colour products at the point of sale is crucial to our business. We did not want to do the regular POS, but instead wanted to go for something amazing, a never-before kind of POS asset that would create a WOW factor.”
The brief for the POS concept creation was to go beyond an obsolete POS to a digital one, which is versatile and engages the customer. “To design a POS, which is like a living magazine, we change the entire communication every 4-8 weeks,” explains Singh.
Elaborating further on the challenges involved in executing the unit he says, “We had to remain true to the core conceptual idea, while keeping up with technology and customer engagement. The screens were imported from China and the unit was made in Mumbai in our vendor’s fabrication unit. The asset specifications were to be extremely precise for the screens to fit in perfectly.”
The whole initiative of going digital for the POS was driven by the transformation happening in the POS space. As Singh explains, physical retail has to keep pace with the experiential needs of the consumers and their expectations. This means integrating some of the web experience to the shop floor with the use of tech enabled elements such as mirrors that double as video screens, iPads for staff and making use of other smart digital technologies such as electronic price tags.
“L’Oreal being the pioneer in beauty and innovation / technology will keep looking the best in all retail channels and use digital content to design (both entertaining and educational) immersive, interactive experiences where the customer becomes part of the brand,” highlights Singh.
Going beyond the HyperCity unit at Malad in Mumbai, the brand now plans to implement 15 more units across various modern trade channels by the end of June’19.