The challenges that FMCG brands face today in brick and mortar retailing are growing in new directions, thanks to cluttered selling spaces, an evolving shopper looking for variety in both product & experience, and the emergence of e-commerce platforms. Breaking clutter in the store space means going the extra mile to add a wow factor to shopper engagement. This is exactly what L’Oreal Paris has done in its latest retail initiative with this digital end cap display.
Executed by Spectrum Scan Pvt. Ltd., the idea behind the digital end cap was to enhance shopper experience in-store and add lifestyle elements to the brick and motar retail space.
Says Ankit Singh, Manager Merchandising – L’Oréal Paris & L’Oréal India Pvt Ltd, “The aim was to bring lifestyle experiences to brick and mortar stores by featuring digital video screens in order to create a positive customer experience that is both entertaining and educational. I wanted to design a functional POS asset for modern trade, which is not only a selling unit for L’Oreal Paris products, but which also sells the aspirations and unique experience associated with those products.”
Explaining further he says, “Getting attention for our exclusive hair care and hair color products at the point of sale is crucial to our business. We did not want to create the standard POS, but instead wanted to go for something amazing, a never-before kind of POS asset that would create a WOW factor.”
The conceptualization and design was executed by the company’s in-house creative team lead by Ankit Singh. One of the main factors taken into account was to integrate the digital screens and design a unit which could be installed on existing end cap fixtures.
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 shop. 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. 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 technology 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 and technology will continue 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.
With its initial successes, the brand plans to implement more end cap displays into different retailers in 2019.
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