Goodbye traditional perfumery, hello augmented shopping! “Beauty retail is embracing a strategy that transforms shopping into an immersive and interactive experience. Experiential retailing goes beyond simply buying products: it’s about creating memorable moments through activities, designed spaces or interactive elements that engage customers on a deeper emotional level,” comments Mintel.

Living adventures

With the advent of e-commerce, all you have to do is click to buy what you want. When the consumer goes on the move, it has to be worth the effort. “The role of offline shopping has therefore become one of discovery, connection and story-building. This has led to the creation of scenario-based in-store experiences, where the purchase takes a back seat and pleasure takes centre stage. In this scenario, the role of the shop is to offer a fun, relaxing and memorable experience that ultimately establishes an emotional connection with the consumer to build brand loyalty.”

Seducing the young

Generations X and Alpha were born with technology in their hands. These cohorts are attracted by digital technology.
However, these young consumers also enjoy shopping in-store. According to Mintel, it is crucial to come up with phygital concepts that merge the physical and digital realms, reflecting the connection …