Inglot, a cosmetics company specialising in high quality make-up products and cosmetics accessories in the Netherlands, enhances the beauty factor in-store through a new way of product presentation.
Inglot is known for its wide range of colours and for creating exciting new ways for cosmetics to be packaged and applied, and now the company is expanding its design strategy to its stores. Beautiful presentation is vital for beauty products, which is a key reason that Inglot decided to invest in digitally enhanced product presentation.
Inglot stores are typically located in shopping malls and large department stores, where it can be challenging to distinguish your brand from the competition. Inglot wanted to stand out from the crowd, and grab shoppers' attention with a spectacular, beautiful display.
They turned to technology, seeking AOPEN's advice on the latest ways to present products, and carry out innovative in-store marketing through digital communications.
AOPEN suggested installing a transparent display, to give a new dimension to Inglot's merchandise. Using video, images and graphics played in front of the featured products, it becomes an eye-catching promotion tool. It also aligned with Inglot's sense of style and innovation.
“Inglot is seen as a beauty expert and we wanted to extend that ethos throughout our shopping display, making it a compelling and glamorous experience while driving sales," explains Sharon Wertheimer, Commercial Manager at Inglot Cosmetics.
"The transparent display makes both our store and our products look more appealing, and has really helped us to achieve our goals."
With the futuristic display positioned at the entrance, the first aim is visibility: making Inglot's shop stand out from the rest. The display then draws shoppers' attention to the specific products on show, drawing them into the store. Once inside, Inglot's highly experienced staff can welcome new customers, and offer them beauty advice as they browse.
Inside the store the display is used to promote the "Spring/Summer Look of 2013" with a 3-for-2 promotion. This promotion is visible on the transparent display, with the actual products behind the glass. The visual content is both informative and fun, to increase product visibility and connect with the customer.
“After having the display now in operation for two months, we have seen an increase in sales, and we are also gathering valuable marketing information from the audience analytics system, We are even getting compliments from nearby shop owners for implementing such an innovative product display!" Ms Wertheimer says.
The transparent display is more than just a showcase for products. Built inside a kiosk, it also features a video camera that can measure customers’ viewing behaviour and capture audience statistics such as gender and age group.
Gabriëlle Offringa, Marketing Manager AOPEN Europe says the display solution solves the challenge of measuring the effectiveness of in-store marketing activity.
“This digital solution has given Inglot the tools to measure and analyse consumer behaviour, which helps them build the best strategy to increase sales. At Inglot we are tracking the number of visitors, the amount of time they spend viewing the display and their gender. We can compare this data to previous sales numbers, and instantly determine how effective the campaign has been, and Inglot's success," Ms Offringa says.
“Shoppers are rapidly changing their shopping behaviour. With the ease of accessibility to online web shops, customer reviews and blogs, a retailer needs to bring something extra to the table to distinguish themselves from the price battle. The store becomes a brand and product showroom for testing and evaluation purposes. Consumers expect to get more from the physical store, something online can’t deliver. An attractive shop focussed on the experience is therefore imperative” concludes Ms. Offringa.
Inglot distinguishes itself by offering personal services and advice to customers that walk in. Now they are able to draw in passers-by that become curious once seeing the eye-catching product display. Another huge advantage is the analytics that gives the retailer more insights into customer behaviour and sales conversion rates.
AOPEN has been a leading manufacturer in digital signage hardware and appliances for over 15 years. Now the company uses its expertise and technology to transform its highly technical products into easy-to-use, accessible digital communications solutions to support integrators, partners and end customers.
At AOPEN we understand that every customer is unique and that every retail strategy is custom made, therefore we offer dedicated project support from the drawing board to the actual implementation and evaluation.
Our OpenService initiative is an alliance of hardware, software, and content creation partners that seek to make digital signage easy and accessible. It provides an end-to-end solution for the retail sector, from remote management, content creation and distribution, to analytics and social media engagement.