The natural beauty retail expands to Los Angeles.

Despite the overwhelming move to digital commerce, physical stores still have a critical role to play. Brick-and-mortars require a refresh — specifically in moves to collect consumer data to inform the revamping of store experiences to maintain shoppers and optimize revenue opportunities.

Meanwhile, the beauty industry has led the charge with deploying new technologies to better serve shoppers and improve the supply chain. From augmented reality product testing tools to smart mirrors, beacons are also being tactically deployed.

Here, Annie Jackson, chief operating officer at Credo Beauty, an organic and cruelty-free cosmetic company, discusses the brand’s decision to implement Motionloft beacon technology in its stores and how the analytics are informing the next phase of development.

WWD: How has store design changed due to shifts in the retail market?

Annie Jackson: Real estate costs are at an all-time high — focused assortments are key to keep the footprint smaller. To maximize the use of space, we spend a tremendous amount of time thinking of creative ways to maximize the offering in a smaller environment. Customers are also seeking new ways to interact with products and engage in brands, so more experiential installations in stores are being tested.

WWD: How are sensors being deployed to inform the customer journey?

A.J.: Bricks-and-mortar are always more challenging to mine for quantifiable data compared to the digital space. The ability to measure the traffic both walking by and entering stores is valuable and allows us to measure marketing campaigns, staff schedules and event bookings.

WWD: What are best practices in deploying sensors technology?

A.J.: Ensuring all our staff is trained on the data so they are able to optimize it for their roles.

WWD: Consumer expectations are quickly evolving, how does this technology help the development of new business strategies?

A.J.: Millennials seek more value out of products they choose to buy, thus they do much more research — viewing unboxing videos, searching Instagram posts and reading online reviews, for example — before making a purchase. Motionloft helps Credo establish attribution models that can measure online to off-line traffic. Marketing campaign efficacy now has a KPI.

In the clean beauty space, there is a hunger for information. Millennials seek transparency and interactive experiences. Motionloft data allows Credo to ensure the appropriate amount of staffing is available in-store so a high level of service is guaranteed.

WWD: How do sensors contribute to overall shopper experiences?

A.J.: Understanding peak traffic times helps us know when to launch targeted campaigns and marketing promotions.

For More Business News From WWD, See:

Amazon, Wal-Mart and Apple Top List of Biggest E-commerce Retailers

Consumer Preferences Reshaping Retail Landscape

As IoT Grows, AT&T Sees Broad Deployment of Connected Devices and Products

How Malls Can Satiate Consumer Desires for Experiences

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