Retail Design & 360º Omni-channel Marketing Campaign
- The Company Cosmetics Store (Estee Lauder)
Skills used:
Market Research, Insight Development, Consumer Analysis, Concept Creator, 3D Space Design Researcher and Designer, Campaign Concept Creator.
The Brief:
To explore and propose the future of The Company Cosmetic Store’s retail space and execute a 360º Omni-channel experience, supported with a 3 year strategic plan for estate expansion and campaign launch.
Key requirements;
The Approach:
Through refined insights and thorough analysis of both the brand and their consumer, we proposed a new feature in their retail space and supported this concept through visualising it with a 3D software.
The retail space feature, ‘The Bea(u)ty Workroom’, was designed, supported by an overarching campaign of #PuttheYOUinbeauty.
This campaign highlighted the importance of creativity and self-expression, whilst revolving the focus around the consumer and their needs, first.
To explore and propose the future of The Company Cosmetic Store’s retail space and execute a 360º Omni-channel experience, supported with a 3 year strategic plan for estate expansion and campaign launch.
Key requirements;
- Always with a luxury, high-end focus.
- Flexibility is absolutely key.
- Always consider accessibility, functionality and sustainability - whilst enhancing the overall customer experience.
The Approach:
Through refined insights and thorough analysis of both the brand and their consumer, we proposed a new feature in their retail space and supported this concept through visualising it with a 3D software.
The retail space feature, ‘The Bea(u)ty Workroom’, was designed, supported by an overarching campaign of #PuttheYOUinbeauty.
This campaign highlighted the importance of creativity and self-expression, whilst revolving the focus around the consumer and their needs, first.
The ‘Big Idea’:
Based on the consumer’s needs and motivations, as well as a swot analysis of the store’s current retail experience, our concept was to
‘redefine luxury by promoting feeling over product through personalised, experiential retail’.
The Creative Concept:
‘The Bea(u)ty Workroom' was imagined, aiming to redefine and refresh the consumer’s in-store experience.
Key Design Elements:
Based on the consumer’s needs and motivations, as well as a swot analysis of the store’s current retail experience, our concept was to
‘redefine luxury by promoting feeling over product through personalised, experiential retail’.
The Creative Concept:
‘The Bea(u)ty Workroom' was imagined, aiming to redefine and refresh the consumer’s in-store experience.
Key Design Elements:
- Design must retain a balance of calmness and experimentation to create an inclusive and accessible environment.
- Touch points, for the consumer to ask questions about products, are key.
-
A clean, tactile environment creates feelings of trust and certainty; enhancing feelings of luxury through personalisation.
The Results:
I designed and created a 3D prototype of an area of the proposed ‘Bea(u)ty Workroom’. The particular area was the ‘Till to Try’ in-store feature.
Key features included:
I designed and created a 3D prototype of an area of the proposed ‘Bea(u)ty Workroom’. The particular area was the ‘Till to Try’ in-store feature.
Key features included:
- A dedicated space designed to experiment with areas of privacy,
- A help point assisted by a MUA.
- Mirrors of varying heights for accessibility.
Marketing Campaign:
As part of a 360º Omni-channel campaign execution, we proposed new in-store technologies, a seasonal/occasional beauty bundle box, a weekly digital newsletter and a physical pop-up event.
Social Media Touchpoint
As part of the digital launch of the campaign, I mocked-up a social media account in-line with the company’s rebranding and ethos, along with content ideas that would be created for the account.
Content would include:
- Discount promotion
- Product drops of the week
- Q&A with MUAs on live stream
- Tutorials/‘How to’ reels
- In-store service promotion
Measuring Success:
As part of the 3-year strategic marketing proposal, we created a timeline of events for the roll-out of the campaign.
We also suggested a performance tracking graph, so we could measure the success and KPIs across all areas of the campaign to monitor how our consumer responds most effectively to the campaign.