L’Occitane en Provence, the prestige beauty company, redefined the shopping experience with the opening in late 2016 of its flagship store in the Flatiron District of Manhattan. The brand said its revolutionary store presents a new shopping model designed for today’s consumer, addressing their varying needs for information and immediacy, all the while channeling the rich heritage, natural beauty and art de vivre of Provence.
“We are thrilled to open the first store of the future at L’Occitane Flatiron, one of our flagship stores worldwide and a premier shopping destination in Manhattan,” said Paul Blackburn, vice president, concept design, construction and merchandising, North America. “From entry to exit, the multisensory boutique works collectively to create both an immersive and individualized shopping experience, offering clients an unparalleled assortment of product and service.”
Inspired by today’s shift in ultra-beauty customization and with a focus on skincare innovations, the store features the first L’Occitane Smart Beauty Fitting Room, where clients can explore, discover and personalize their shopping experience on a digital platform which allows the customer to browse products in a private, digital format that many are more comfortable in, while complimenting with a physical, and sensorial product sampling experience. To continue to honor the brand’s tradition of hospitality, L’OCCITANE Flatiron will also feature person-to-person concierge offering amenities and services from sparkling water to fragrance engraving and custom gift creation.
ICX Association member Creative Realities worked with L’Occitane on the project to create a connected digital ecosystem designed and developed to make the brand and shopping experience relevant to shoppers, particularly millennials.
The ecosystem is part of a brand relaunch that focuses on a combination of smart digital technology that is immersive, responsive and aware, including the following components:
- An interactive, fully integrated custom beauty fitting table that allows shoppers to quickly browse and choose products they wish to try. Their basket pushes to a custom sales associate application that alerts the “Beauty Concierge” to deliver the products to the shopper, so they never have to leave their seat;
- A gift creator tool which helps shopper quickly and easily find their perfect gift, have it wrapped and brought to them without having to physically do the work;
- Immersive large-scale video that displays brand video for storytelling.
All of which connected to a CMS system that’s managed remotely, removing any work or effort from the store or corporate teams.
The pilot flagship store in New York City features six interactive touchscreens from fellow Association member Elo, one three-by-three video wall and multiple iPad mini tablets with a custom mobile app to receive alerts from each core experience: the Beauty Fitting Table and the Gift Creator Tool. This ecosystem is a part of the daily operation of the store and organic to the sales and shopping experience, according to Creative Realities, and the plan is to take some or all of these experiences and roll them out to priority stores across the U.S., Europe and Asia once the pilot phase has been completed.
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