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Wellness Industry 17 Dec 2015

Modernised Product bars in wellness retail pulling consumers towards high-end stores & salons

A revolutionary shopping experience with ‘as you like it’ service concept of Product Bars is the new innovation used by wellness retailers to pull consumers towards hi-end salon or cosmetics store, sans pushing them towards it.

As big brands and beauty companies seek to drive volume growth and seize market share, Innovation is a key decision point to fetch - Product, Packaging and Promotion. Businesses need to renew their offerings and business models constantly — and get innovation to protect existing markets and develop new ones.

Breaking down all barriers, the store flow, design, vibrant visuals and newly introduced concept of ‘Product Bars’ has been introduced to invite consumers to engage and interact in a welcoming in-store space.

Reinventing the prestige beauty shopping model, Product Bars is a separate section or counter introduced in high-end salons and cosmetics stores, showcasing premium brands of grooming or cosmetic products. The Product Bar section offers high priced premium range products for consumers to try at the counter and may take beauty consultants’ advice over it.

“I think Truefitt & Hill is the only brand with 50 per cent service and 50 per cent retail, and thus, have dedicated a huge space of almost 250 sq. ft for Product Bar. Irrespective of size of store, we maintain this retail area and have received positive response from our guests, who like to look around and spend time going through each product in the section,” shared Istayak Ansari, Co-Founder & Director Lloyds Luxuries Ltd.

Inspired by modern woman and her shopping habits, this beauty haven utilizes modern design and state-of- the-art technology to improve functionality and facilitate the consumers with as you like it service innovation.

Technology play
Interestingly, some brands and global players, forayed in Indian market, have brought high-tech computerised model for instant consultation. Installed specifically in the Product bar section, these computerised scanned advice consumers for product selection as per their skin type, colour complexion and even weather conditions’ impact on the skin texture.

Launched by global skin care and cosmetics brand- Clinique in a customised retail outlet, opened in Delhi. Equipped with unique-to-Clinique tools - the iconic Clinique Computer and the two-way Diagnostic Mirror, the store offers self-service for consumers using software exclusive to Clinique on the Apple iPad at Clinique stores worldwide.

The store has been divided into small sub-sections like Detox Bar, offering one-on-one consultation space for the consumer who has time for expert skin care analysis and application tips, the play-and-pay concept featuring Colour Bar, Gifting Bar and interactive Lip Bars with easy-to-use layout, making it convenient for consumers to test, pick-up and play with their favourite products at leisure.

Educating high spenders
Purposefully designed in order to educate consumers with the help of high-tech system, elaborating on the science behind it and creating awareness, the modern wellness retailers are introducing innovative concepts like Product Bars in the market.

Identifying the consumers’ skin care concerns and offering personalized skin care recommendations using a 90-second computer-guided skin care analysis. At the end of the intuitive analysis, consumers may choose to print a list of custom-fit product recommendations, or receive an email with the information, a first for the beauty industry.

Engaging consumers
Creating brand engagement is also vital, and social media in particular is changing the way that consumers and companies interact with the consumers. As the pace of innovation and creativity has been clubbed with technology, adoption is accelerating.

Outcome
Hampered by the knock-on effects of the reductions in research and development, which have impacted the pipeline of new products, the innovative concept of Product Bar will enhance the significance of the premium products. This innovative store layout concept has helped some international brands to drive sale of their elite products.

Significantly, some salons in the country have also included an additional service of ‘Beauty Bubble’ in the Product Bar section of the salons where, customers can spend on express hair and nails services.

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