Clinique’s Unique New Connection To The Customer
Clinique’s Service as you like it has been enhanced with the new Experience Bar—a modern evolution in product sampling at-counter at Bloomingdale’s 59th Street. The Experience engages the customer through a variety of sensorial triggers, while simultaneously educating them on treatment offerings. A new, hygienic vehicle for sampling invites the customer to fully explore the products that pique their interest.
“There has always been an inherent relationship between beauty and emotion,” declared, Global Brand President of Clinique, Origins and Ojon. “By allowing consumers to explore and interact with our products through a variety of discovery methods that surprise and delight, Clinique continues to connect with our consumers through an intensely personalized experience.”
“When the brand introduced Clinique’s Service as you like it concept in 2009, our goal was to reinvent the prestige beauty shopping experience, offering multiple levels of innovative service,” explained Clinique’s, Vice President of Global Store Design and Visual Merchandising. “We wanted consumers to engage and interact with the brand in a creative and welcoming environment. The Experience Bar takes the consumer’s experience one step further. It’s a modern evolution in product sampling that allows people to explore and interact with our products in a new and inviting way.”
Mr. Battaglia informs that shoppers are first captivated by the colorful and visually impactful, appealing display. “Along the top of the Experience Bar, a stream of videos are played and accompanied by key messaging for the products that are exhibited at the installation. Eleven products are featured throughout four categories: Top Sellers, Concerns and Solutions, Serums, and Moisturizers. A button is located below an image of each product. When the button is pressed, a musical tune is released that melodically communicates the benefit of the product.”
“Simultaneously, a small amount of the chosen formula is released into the consumer’s hand for them to try,” he continued. “Not only are consumers able to easily test the product, but the sound helps to build a connection between the overall experience and the product benefits. It’s inviting and a unique way to interact with treatment products, a category that people may not engage with as openly as with makeup items.”
“The self-guided skincare diagnostic tool has been a core part of Clinique’s Service as you like it shopping model since inception,” Mr. Battaglia shared. “The diagnostic tool uses software exclusive to Clinique on the Apple iPad® and processes over 180,000 product combinations that match each consumer’s personal need. Product recommendations can also be emailed to the consumer or printed on-site immediately for added convenience. Incorporating this technology into the Experience Bar provides another level of service for our consumers and enhances their educational experience in an already welcoming environment.”
He reported that since today’s shopper is a global consumer, it’s important for them to have a comfortable shopping experience during their travels. “The Apple iPad® skin diagnostic tool at Bloomingdale’s 59th Street is available in nine languages, including English, Spanish, French, Mandarin, Japanese, Korean, Russian, Farsi and Portuguese.”
The Experience Bar has a prime location right on the main “Bway” of the cosmetics floor and definitely grabs peoples’ attention. “Our Consultants have told us that clients stop by because the installation is so ‘eye-catching,’ and all the bright colors and digital components invite shoppers to slow down to learn more about what Clinique has to offer,” Mr. Battaglia shared. “Once they hear musical tunes and see the colorful iPad® screens, they can’t help but stop and play.”
The Experience Bar is going global. Lotte Jamsil in Seoul, Korea, introduced the Experience Bar this summer, and it will be unveiled in London’s Selfridges this fall. “Since the installation requires a large retail space,” he noted, “it’s important that each Clinique counter has the appropriate environment to deliver a truly inviting and interactive experience.”
According to Mr. Battaglia, the Experience Bar is intuitive for consumers, which allows Clinique Consultants to give shoppers the space to browse freely, but they are always available to support anyone who may have additional questions. “Between the videos, iPads® and musical samples, people are intrigued. They have so much fun interacting with the product that they often stay for a consultation, especially if they are interested in learning about Clinique makeup after exploring skincare through the Experience Bar. That is the beauty of Service as you like it—consumers can shop when they want and how they want.”
The Service as you like it concept marks the end of ‘Do Not Touch.’ Consumers are given hints throughout the counter that it is okay to touch, play and feel the products. Hygiene and hand mirrors are strategically placed throughout the counter, which speak to customers that it is okay to touch, play and feel. There are no barriers between the product and customer, allowing the consumer to experience the full benefits of testing the product.
Mr. Battaglia also revealed that “overall, Clinique’s Service as you like it model has changed the way Consultants do their job. Consumers are encouraged to shop at their leisure, yet Consultants are always close by when someone needs assistance. The Experience Bar has definitely helped engage consumers, and the results from the skincare diagnostic tool through the iPad® certainly verify the Consultants’ beauty advice and expertise. The Experience Bar and multi-language programmed iPads® have allowed Consultants to cross language and communication barriers easily, ensuring a positive shopping experience.” Mr. Battaglia maintains that this new installation “is another tool to help Consultants build relationships and educate their clients on how Clinique can create healthy skin.”
|Clinique’s Jenny Zachary and Anthony Battaglia point out the special features of the Experience Bar.||Clinique’s Apple iPad® skin diagnostic tool is available in nine languages.|
|Ms. Zachary and Clinique’s Angel Rodriguez showcase the color-coded Smile Bracelets that customers can wear and keep, to show the type of service they want. White signals “express” service; pink is for “browsing” and green indicates a request for a Beauty Consultant.|