Dive Transient:
- Becoming a member of the digital buying pattern, Advantages Cosmetics has partnered with Obsess to debut its first digital 3D buying expertise dubbed “The Benemart,” the retailer stated in a Monday press launch despatched to Retail Dive. The digital house is presently out there to customers within the U.S., Germany, the U.Ok. and France.
- Impressed by grocery shops, the digital expertise highlights the model’s best-selling and vacation merchandise. Inside the retailer, customers can create their very own avatars, play video games, attempt on their favourite merchandise, win reductions, store with their pals utilizing the shop’s voice chat function and take quizzes to obtain personalised product suggestions, the corporate stated.
- The model additionally plans to deliver The Benemart expertise offline by internet hosting in-person pop-ups throughout the U.Ok., per the press launch.
Dive Perception:
With its new digital retailer, Advantages Cosmetics goals to duplicate the expertise of video video games, a technique it hopes will “resonate with younger digital customers,” Toto Haba, senior vice chairman of worldwide omnichannel advertising at Profit Cosmetics, stated in an announcement.
“Making individuals really feel good and having enjoyable is a part of our DNA, so main with leisure to deliver our vacation assortment to life was a no brainer,” Haba stated in an announcement. “Obsess has been a powerful associate in making a branded world that blends storytelling with play-driven discovery in a approach that elicits the identical type of thrill because the in-store buying expertise.”
Advantages Cosmetics now stands in an extended line of manufacturers which have partnered with Obsess to create digital shops, together with L’Oréal, Mattel and Ralph Lauren. A 12 months in the past, Obsess added J. Crew and Crate and Barrel to their clientele. J. Crew’s digital vacation retailer not solely highlighted the model’s winter and vacation merchandise, however the model additionally featured an AI greeting card generator, a snowboarding sport and a digital scavenger hunt.
Equally, different retailers have been constructing digital worlds to showcase their merchandise for web shoppers with the assistance of an Obsess competitor: Emperia. In Could, Walmart unveiled its Walmart Realm expertise developed with the assistance of Emperia, the place customers might browse varied magnificence, trend and residential objects. Along with Walmart, Hugo Boss and L’Occitane turned to Emperia to create digital shops earlier this 12 months.
