15. Retailing

New retailing experience.

 IPad Skin Diagnostic.

The new device, called the iPad Skin Diagnostic Tool, was installed in new counter configurations, which ultimately includes new product testers for foundation and color cosmetics and a new smart-screen scanner that provides product information and even reviews from other consumers. "By integrating digital technologies into the shopping experience, we are offering the consumer a stimulating and socially modern way to connect with the brand," stated Lynne Greene, global brand president of Clinique.

The first digital advance out of the gate is the iPad device. By answering questions about individual skin conditions, the iPad analyzer is designed to produce a personal analysis for a consumers, providing 180,000 possible product recommendations.

Microsoft Surface.

Clinique Smart Bar.

The new digital interface enables shoppers to place specially tagged Clinique products on the Clinique Smart Bar. The shoppers can then access product information, and Clinique.com’s best in class user reviews and how-to videos, before adding their products to a virtual browsing basket.The application allows shoppers to print out a barcode and present it at the nearby express service counter for quick checkout. Shoppers can also share the virtual browsing basket directly to their Facebook or via e-mail.
“Today’s consumer has more tools and devices than ever before to communicate, connect and learn. From the explosion of smartphones to Google to Facebook, our consumers are looking beyond a one-dimensional experience,” said Ricardo Quintero, Clinique’s senior vice president, global general manager, Market Development.

Both devices have been installed in a number of department stores, and reportedly the results so far have produced sales increase of 30% in the first stores. Clinique is trying to stay on the cutting edge of innovation. Nowdays consumers move from one screen to another, sending and gathering information via phone, e-mail, text, etc. 50% of all in-store purchases are influenced by online information. IPad and Clinique Smart Bar gave the service a higher level of credibility.