Augmented Reality Loyalty Mobile App - Transforming Cosmetics Shopping
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My final internship presentation as an online (e-commerce) intern at the Estée Lauder Companies APAC office. Make-up has experienced high growth in APAC, yet the way we shop make-up remains traditional. This presentation explores the possibility of transforming the make-up business through an AR loyalty point mobile app.
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Augmented Reality Loyalty Mobile App - Transforming Cosmetics Shopping
- 1. Lexie Lee Presentation1 Think about your most recent makeup shopping experience.
- 2. Lexie Lee Presentation2 Is it fun? Would you call it a unique experience?
- 3. Lexie Lee Presentation3 Enhancing makeup category growth on Online Lexie Lee – Online Intern
- 4. Lexie Lee Presentation4 1 What Millennials want? 2 What our competitors are doing? 3 Our position analysis 4 The solution 5 Why it makes a difference? Agenda
- 5. Lexie Lee Presentation5 By 2018, Millennials will have the most spending power of any generation. 1% The Greatest Generation 24% The Generation X 30% Baby Boomers 9% The Silent Generation 36% Millennials % of Adult Population in 2020 Millennials taking over
- 6. Lexie Lee Presentation6 What Millennials expect and want? Digital Natives Mobile for everything Value experience more than products Technology is expected, and they expect more Simply going digital is not enough. We have to create a fun, customer-centric experience.
- 7. Lexie Lee Presentation7 Lancôme Elite Program took loyalty program to the next level
- 8. Lexie Lee Presentation8 Lancôme Elite Program took loyalty program to the next level
- 9. Lexie Lee Presentation9 Sephora Concept Store merging digital and physical experience on all ends
- 10. Lexie Lee Presentation10 Sephora merges digital and physical experience on all ends Concept Store T.I.P (Teach. Inspire. Play), a beauty workstation at physical stores with makeup to try on and tutorials to watch on iPad Robot providing services Digital and physical baskets processed all at once at one store Sephora Flash
- 11. Lexie Lee Presentation11 Are we lagging behind this makeup technology race?
- 12. Lexie Lee Presentation12 S W O T Weakness Promotion less flexible than mass beauty brands, hard to appeal to price elastic customers Threat Tech-experience integration may lag behind competitors Strength Positive prestige brand image and a strong loyal customer base Opportunity Digital area in the makeup industry is not fully developed yet How can we leverage our position?
- 13. Lexie Lee Presentation13 A gamified app for makeup that turns the collection of loyalty points into a game
- 14. Lexie Lee Presentation14 To make shopping an experience To increase sales 01 02 03 To drive store traffics
- 15. Lexie Lee Presentation15 Each user has a mission list to gain points by completing activities
- 16. Lexie Lee Presentation16 Each user has a mission list to gain points by completing activities
- 17. Lexie Lee Presentation17 Users can redeem points immediately on our app
- 18. Lexie Lee Presentation18 An Augmented Reality Station for users to collect exclusive offers
- 19. Lexie Lee Presentation19 An Augmented Reality Station for users to collect exclusive offers Limited Edition Lipsticks Exclusive here today Free Shipping Coupon Buy Drag to Get
- 20. Lexie Lee Presentation20 An Augmented Reality Station for users to collect exclusive offers Product Launch First Release1 Limited Offer Code and Deals 2
- 21. Lexie Lee Presentation21 Users redeem offers curated specially for them Targeted product offers Exclusive Event Invitation
- 22. Lexie Lee Presentation22 An Augmented Reality Station for users to collect exclusive offers Side Missions3 Exclusive Redeemable Gifts4
- 23. Lexie Lee Presentation23 Users redeem offers curated specially for them Targeted product offers Exclusive Event Invitation
- 24. Lexie Lee Presentation24 How to market: Building a community and invite influencer on board User-generated content Makeup Daily Tips Today’s look, Our artist’s tips Community Discussion Raise questions and discuss 1 2 3 View what M.A.C. products are used, and what fashion brands are worn User asking questions
- 25. Lexie Lee Presentation25 How to market: Join us to gain the opportunity to win this prize Collaboration with partners to provide services/promotions Secret Box of M.A.C. Makeup Invitation to exclusive brand events Meet with influencers 1 2 3 4 Sharing on our app and get loved most
- 26. Lexie Lee Presentation26 The original loyalty model is plain Not proactively increase sales Make a purchase Gain points Redeem Limited Products Hope for repeated purchase
- 27. Lexie Lee Presentation27 Make a purchase Gain points Proactively increase sales & brand awareness and play missions and increase brand awareness Redeem curated products & event invitation Drive traffics & sales continuously with exclusive missions & offers The new loyalty model is dynamic and proactive
- 28. Lexie Lee Presentation28 We are creating a brand new world.
- 29. Lexie Lee Presentation29 With M.A.C.x We can do so much more.
- 30. Lexie Lee Presentation30 The ELC Journey
- 32. Lexie Lee Presentation32 Thank you!