BEAUTY CARE

Personalization becoming key component to omnichannel mix

BY Michael Johnsen

BENGALURU, India — With as many as 64% of retailers implementing an omnichannel strategy, the multi-faceted approach to reaching shoppers within their channel of choice has evolved into a cost-of-entry strategy for many retailers, according to a Happiest Minds survey released Tuesday. 
 
“We are in the midst of a perfect storm of omnichannel, with in-store transformation, analytics driven personalization, data and infra security and executive leadership commitment forming the bedrock of change,” Salil Godika, chief strategy officer for Happiest Minds, said. “The holy grail for retailers continues to remain the same – to ensure true continuity of consistent and delightful customer experience.”
 
According to the survey, 38% of retailers enable their customers to engage with their brands across stores, kiosks, the web, mobile, social and call center. However, the place where retailers need to step up is in certain foundational capabilities – like single view of customer, products and inventory, which is crucial to delivering a connected and context-aware experience, Godika noted.
 
Personalization is becoming a differentiating factor for retailers in their goal to reimagine customer experiences, with 60% of respondents having initiated analytics and big data programs to shape their personalization strategy.
 
But stores continue to be the primary channel for majority of the respondents. More than 60% of retailers have embarked on transforming in-store customer and associate engagement with connected experiences and capabilities. Stores are driving the change today and are on their way to becoming mini-fulfillment hubs.
 
And as customers switch from channel to channel, continuous security and compliance is necessary to manage risk, protect data and comply with regulations. Nearly 75% of retailers are investing in threat management, vulnerability and data security solutions and tightening their internal identity and access management solutions.

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Xyrena launches fragrance from athlete

BY Lesley Thulin

LOS ANGELES — Celebrity-branded perfumery Xyrena on Thursday introduced a new fragrance from basketball player Dalton Maldonado — the first signature scent from an openly gay athlete.

"We're thrilled to be working with Dalton on this fragrance launch," Killian Wells, CEO of Xyrena said. "He's a brave young man. We want to reward his courage and sportsmanship by helping him share his story through an innovative product release."

Xyrena will donate 15% of sales of Formula 3 — named after Maldonado’s jersey number — to You Can Play, an organization for LGBT athletes.

Early in Maldonado’s career, he experienced harassment from opponents in rural Kentucky, according to Xyrena. After his photograph was omitted from his yearbook, Maldonado received worldwide support.

"At certain moments in our lives, we are compelled to be messengers of change," Maldonado said. "I'm grateful to be able to work on this fragrance opportunity with Xyrena because of its potential to support and inspire fellow athletes in the LGBT community."

The fragrance features top notes of grapefruit, star anise and bergamot, in addition to middle notes of grass and ozone. The base notes consist of cotton flower and musk. The bottle features a metallic gold trading card with Maldonado’s image.

"The release of this … fragrance goes to show that discrimination never pays, but having the courage to be yourself certainly does," Wells said. "While nothing can make up for what Dalton has endured, I can confidently say most teens would gladly trade their yearbook photo for a fragrance deal and chance to better the world as an inspirational advocate."

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Bartell to offer free beauty consultations, discounts

BY Lesley Thulin

SEATTLE — Bartell Drugs on Wednesday announced that it will celebrate its fall beauty event from Sept. 27 to Oct. 3. The event will include free makeup consultations in selected stores and chain-wide discounts on select beauty items.

Six Bartell Drugs stores will host free, 20-minute consultations by professional makeup artists that feature products from Maybelline, L’Oreal, Revlon, Almay, CoverGirl and NYX Cosmetics, the company said. Consumers who reserve the free beauty consultations will also receive a goody bag with samples of fall beauty products.

Special offers include $1.25 off any cosmetic purchase of $6.99 or more, a $5 gift card with a $15 Revlon products purchase and a $5 gift card with a purchase of $25 Burt’s Bees’ products, according to the company. Bartell will also offer specials on OGX and Proganix hair care products.

In honor of its 125th anniversary, Bartell will offer an enter-to-win sweepstakes with a grand prize of an overnight getaway package at Alderbrook Resort for two, a $100 spa credit and $100 dinner credit.

Free makeup consultations will be offered at the following locations:

  • Downtown Seattle (1628 5thAve), from 2 p.m. to 7 p.m. on Oct. 1;
  • North Bend (248 Bendigo Blvd), 2 p.m. to 7 p.m. on Oct. 1;
  • Alderwood (2518 196th St. SW, Lynnwood), 11 a.m. to 4 p.m. on Oct. 2;
  • University Village (2700 NE University Village St, Seattle), 11 a.m. to 4 p.m. on Oct. 2;
  • Roosevelt Square (6401 12th Ave NE, Seattle), 11 a.m. to 4 p.m. on Oct. 3; and
  • Magnolia (2222 32nd Ave W, Seattle), 11 a.m. to 4 p.m. on Oct. 3.

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