Blog Archives - Pivotal

New news! Pivotal become an official Evovadis partner

wppivotal2975_emma — Tue, 24 May 2022 11:49:40 +0000

We did it!

We are so proud to become an official Ecovadis partner!

Ecovadis is the most trusted sustainability performance platform for both large global brands and developing SME’s.

The platform helps organisations evolve their sustainability strategy and longer term service ambitions by rigorously reviewing and benchmarking against environmental, social and ethical performance.

At Pivotal we are transforming our business for the better, with a recent move to new premises, large CAPEX investment to strengthen our retail manufacturing capabilities and additional talent into the team. Our next chapter is to build a Retail Marketing business focussed on tomorrow’s retail opportunities for consumer focussed brands with a seamless integration of sustainable programs. This will cover everything we do from how we capture insight and imagine conceptual design to how we manage marketing and supply demand chains to local and global channel roll out programs.

If it’s sustainable retail experiences, it’s Pivotal, if it’s tomorrow’s retail today, it’s Pivotal!

The post New news!
Pivotal become an official Evovadis partner
appeared first on Pivotal.

TECHHOUSE New store fit-out

wppivotal2975_emma — Tue, 11 Jan 2022 10:44:19 +0000

Pivotal’s integrated GO CREATE and GO LIVE services where the perfect combination to innovate a brand-new store experience for TechHouse.

TechHouse wanted a new store experience that would pivot around their customer centric in-store services. As part of the brief, it was detailed for us to fully adapt our turn-key service, and take control of both the creative and installation process.

Through GO CREATE, we designed the store to enable shoppers to easily navigate by category and take advantage of the in-store customer service experience. Through GO LIVE, we meticulously controlled every detail of the build, ensuring both an on time and on budget result for the TechHouse team.

Together with the TechHouse' leadership, Pivotal created a retail strategy that provides an effective and efficient retailing vision for future store roll outs.

TechHouse has been providing holistic essential tech needs all under one roof for 30 years. They started as a mobile repairs service, but as personal devices and technology has evolved, they built their business model around this continuously moving market.

The new store experience combines high level, high impact perimeter lightboxes to ensure consumers navigate the store with ease, open plan work-stations for device repairs and the latest in touch POS systems to create a seamless, efficient and trusted shopper experience. Pivotal will now look forward to developing new sites with TechHouse, building a store network designed to provide a reliable and consistent brand to highstreets throughout the UK.

The post TECHHOUSE
New store fit-out
appeared first on Pivotal.

Pivotal hire Martin Fawcett to the Board and galvanise their growth strategy!

wppivotal2975_emma — Fri, 12 Nov 2021 10:35:41 +0000

Appointed to the board in a Non-Exec capacity, Martin will be working with the Pivotal team to support their expansion and growth across all areas of the business. Martin brings a tremendous amount of experience to client growth, strategy and innovation.

"We are delighted to appoint Martin to the Pivotal board. With Martin's background, knowledge and expertise across the shopper-commerce space, it's great to see the transformational changes that have already taken shape. Our ambition is to bring tomorrow’s retail to our clients and colleagues, so we are excited to have Martin help steer the strategy over the coming years."

- Brad Furniss, Managing Director

The Pivotal board has some very bold ambitions in the coming years, so it really is a pleasure to be invited to help shape and steer their momentum. The business will see transformation across Insight and Creative disciplines alongside investment in new Test and Activation facilities. Commerce and our shopping behaviours are reshaping the purpose of tomorrow’s store experiences. Pivotal will be taking a lead role in shaping the industry.

- Martin Fawcett

Read more on the growing Pivotal team HERE

Have a project in mind and need his support?
+44(0)116 320 0025
martin.fawcett@pivotal-retail.com

The post Pivotal hire Martin Fawcett to the Board and galvanise their growth strategy!
appeared first on Pivotal.

Pivotal hire Mark Cauchi as Head of Design!

wppivotal2975_emma — Mon, 08 Nov 2021 09:01:43 +0000

Pivotal continues to invest in their GO CREATE services with the appointment of Mark Cauchi who joins as Head of Design, strengthening their retail creative capabilities. Mark brings hands on global design experience to all areas of the design process and will oversee all client projects from concept through to final specifications.

""It’s fantastic to see the experience and knowledge that Mark has brought to the Pivotal table. We are focussed on transforming the way we design with our clients, to create more immersive shopper experiences in-store that are mindful of being delivered sustainably."

- Brad Furniss, Managing Director

Read more on the growing Pivotal team HERE

Have a project in mind and need his support? Contact our team today:
info@pivotal-retail.com

The post Pivotal hire Mark Cauchi as Head of Design!
appeared first on Pivotal.

Become a brand of both the story and the sale

wppivotal2975_emma — Mon, 01 Nov 2021 16:36:37 +0000

Not all brands are retailing experts, and not all retailers are experts when it comes to customer experience either. In the first half of 2021 in the UK, we have seen over 8,000 stores close on the high street. In contrast, online sales continue to grow, with £1 in every £5 now spent online. How we retail and how we shop is rapidly evolving, and it’s the combination of innovation and consumer behaviours that is driving the agenda. Consumers really do want their cake and eat it! Yes, they want choice, variety and convenience offered by online commerce, but they also want engagement, pleasure and personal experiences from their real life in-store visits. Well over 70% of all online sales start with a search that often takes your consumers directly to a product page, that’s 70% of your audience bi-passing your brands story and heading straight to the functions of a sale. Is this going to build a relationship with your potential customers? The physical store, or real life retail experience has a huge advantage to deliver your brands story through experience before getting down to the gritty end of the functional purchase. Physical stores also bring the opportunity to widen the commerce possibilities back to the online channels, ensuring a seamless and friction free experience. Combining the in-store experience with digital tools, deeper content, product comparisons and online customer reviews can be powerful storytelling when the customer is face to face with the physical product in-store.

Brands have to take advantage of this in the coming years. Consumers are looking for seamless shopping experiences that deliver both the story and the sale. Consumer’s want collaboration cocreation and transparency, the physical retail environment brings all these advantages to life, with the opportunity to capture the consumers imagination and more importantly their advocacy.

The role of the physical store really can be the hub for all shopping-commerce. The physical store brings the possibilities of social engagement, entertainment, discovery and storytelling.

Pivotal is an expert in consumer experience in-store. Not only are we creating tomorrow’s retail today, but we are delivering physical retail that takes a seamless approach to shopping-commerce. It’s our ambition to make sure you are a brand of both the ‘story and the sale’.

Our work and relationship with brands in-store is closely measured by our 5 experience essentials. A proven approach guaranteed to evolve your in-store experience to meet the changing behaviours of how we shop. Download our quick guide to Experience Essentials now and talk to us about how tomorrow’s retail can overcome your challenges today.

DOWNLOAD HERE

The post
Become a brand of both the story and the sale
appeared first on Pivotal.

Pivotal hire James Sheehan to fuel future growth ambitions!

wppivotal2975_emma — Mon, 01 Nov 2021 08:34:35 +0000

As Pivotal continues to grow the retail experiences of tomorrow, James is the latest hire to add significant experience to the team. Reporting to the UK board, James will focus on growth opportunities in the UK, and from the firms recently opened Dutch base in Amsterdam. His role will also focus on expanding our GO CREATE and GO LIVE operations of the business.

"We are so pleased appointing James to strengthen our growth team. James has ambition and passion for what he does and has already brought significant successes to the team. The only way is up!"

- Brad Furniss, Managing Director

Read more on the growing Pivotal team HERE

Have a project in mind and need his support?
james.sheehan@pivotal-retail.com
+44(0)116 320 0025

The post
Pivotal hire James Sheehan to fuel future growth ambitions!
appeared first on Pivotal.

SELLER X The White Label Expo

wppivotal2975_emma — Thu, 21 Oct 2021 11:00:26 +0000

Seller X buy and build Amazon businesses, helping entrepreneurs realise the next stage of their business and their lives. They help you secure a swift business sale – all whilst pairing your experience with their expertise, they are able to understand the analytics, processes and production which is required to help Amazon businesses grow and grow fast. They are the team that will help you take your business to the next level.

Seller X approached us at Pivotal Retail to take full control for the stand at The White Label Expo, Frankfurt. This was in fact their very first time exhibiting, so for us, the brief was more vital than ever to help them stand out against the rest of the exhibitors and to shout about who Seller X are and what they do.

Seller X’s stand comprised of a 8m x 6m open all sides, stand only space. This was our time to go above and beyond their expectations on what is feasible, all whilst in-keeping with our client’s requirements.

It was vital for us to include a few areas where potential customers could sit and chat to a Seller X representative, all whilst feeling comfortable. So much so, we included a few low coffee tables and comfortable leather contemporary chairs to make sure that these were easily sociable areas.

There were also 2 display tables, 1 being a white gloss table which acted as a storage cabinet and one that was an illuminated glass top display unit which presented some of Seller X’s merch/products. These were great talking point areas and inclusively had white pod cubed seats for those that wished to have a brief discussion with any of the stand representatives.

We wanted the flooring to be light and contemporary so that the Seller X corporate branding colours could stand out. Therefore, we opted for a light wood effect vinyl. This neutral undertone really compliments the stand overall as this meant that the oak tones invited a sense of warmth, yet it does not illuminate any footwear marks that could’ve been made.

Our business brief was how we could make sure that potential customers visiting the stand know who Seller X are and what they do. Our idea to include a full-length fabric stretched lightbox at the front of the stand made them bold and immersive. With the illumination lighting the main walkway, this way a clever way to invite customers towards the stand to learn more.

On the other side of the panel, we mounted a large 85” QLED LG TV which had a rolling media file of what Seller X has to offer – this was structured for those walking towards the stand from the other side of the walkway, allowing for them to have visual concept of the brand. With the stand being open from all sides, this allows potential customers to engage with the stand representatives as soon as they approach the floor.

Our design team wanted to include an innovative and creative lighting system which illuminates the bar on the stand. We designed, made, and installed this mosaic pod style lighting, inclusive of a variety of sizes which was made structurally sound due to the white poles that were fixed to the bar tops. The made sure that the ceiling to the stand was also supported and safe.

We wanted the bar area to be a sociable and an easy area for both representatives and customers to sit and enjoy either their cups of coffees or bottled water. With this in mind, it was vital for us to incorporate bar stools that wrapped around the bar, inclusive of being waited on with the use of a Nespresso Virtuo machine.

The bar needed to stand out and be the central point on the stand, so much so we designed it to have full illumination on the underside of the countertop, this strongly illuminated the cladding panels we put on the base of the bar itself, giving it texture, interest and a bold effect.

The ‘X’ in Seller X is strongly used in their corporate identity and branding guidelines. We wanted to accentuate the X in a way which could be effectively mounted and represented on the stand. By emphasising the ‘X’ we created a three-dimensional wooden X that was to have the illusion of it floating in-between the two supporting panels on one of the front elevations. The white ‘X’ sits central to the panel and is eyeline to potential customers, creating impact and drawing in people to the stand.

It is safe to say that the Seller X's stand stood out by a mile, and we were thrilled to hear so much positive feedback from our clients at Seller X since the show. The show was a great success for them, and we look forward to re-building and showcasing their stand at The White Label Show on 2^nd and 3^rd March 2022 at ExCel London! Make sure you go and check them out.

We look forward on continuing to work with Seller X on their upcoming brand activations.

The post SELLER X
The White Label Expo
appeared first on Pivotal.

WILL THE INTERNET OF THINGS REVIVE PHYSICAL RETAIL?

wppivotal2975_emma — Wed, 22 Sep 2021 12:14:36 +0000

Can retail stores not only survive, but flourish in a post pandemic landscape? Has the combination of changing consumer perceptions and eCommerce’s success left the high street in ruins? Or will brands with highly connected IoT products stimulate the need for real human retail experiences to get their propositions across.

“If you think that the internet has changed your life, think again. The Internet of Things is about to change it all over again" - Brendan O’Brien

You can’t stop progress! Progress is the constant that surrounds every aspect of your life yesterday, today and most certainly tomorrow. Progress is possibly the most predictable force in both the natural world and in our man made world. Progress can be articulated in two quite remarkable statistics. In 1971 there were 3.7bn people on the planet, and now in 2021 there are 7.9bn. That’s a colossal 213% increase in just 40 years. Then, take something man made like the smartphone, quite possibly the most utilised invention on the planet today. In the 1992 when IBM launched the world’s first smartphone they sold just 50,000. Last year 1.3bn smartphones were sold globally. A mere 2.6m% increase. Penetration of smartphone usage in UK households is now nudging 97%. A huge leap forwards from the less impressive 16% in 1997.

Coupled to IoT products is the emergence of machine learning. Basically, products connected to the internet that learn about your preferences, equipping them to help you make choices that are suitable and relevant to your lifestyle. Today, your smart fridge can order fresh stock through your Ocado account, or your TV can make film recommendations based on your recent viewing via Netflix or Prime.

So, where does all this progress leave physical retail stores and real life shopping. If you can buy almost everything you need online, and if you don’t your smart products will, what use will our IoT filled lives need of physical stores? Given the barrage of defeats the high street has taken over the past 10 years, from store closures, bankrupt brands and global pandemics, it easy to jump to a very bleak conclusion.

“And just like any company that blissfully ignored the Internet at the turn of the century, the ones that dismiss the Internet of Things risk getting left behind.” – Jared Newman.

At Pivotal we argue that physical retail can actually take the central role in augmenting our intuitive humanistic desires with a future of omnipresent data interfaces and IoT powered technology. Physical retail has the unchallenged characteristics to provide consumers with experiences that physically connect our conscious and sensorial desires with life choices that shape our individualism.

We predict that buying into life-style choices in the future will evolve through two distinct phases. Firstly, the near future which will require brands, designers, technologists and innovators to work as true collaborators and reimagine what physical retail offers during a systematic program of change, from the traditional rows of products and pricing offers to holistic life choices and product cocreation and exploration. Then, taking us to 2050 and beyond, physical retailing must transform from silo brand experiences and fixed assets to a much more agile and innovative space. A space that regularly changes, morphs and excites to capture experiences that empower collective human merit, powerful emotional attachment and connectivity that augments both our physical world sensations and our data fuelled digital profiles.

Our bodies are a rick source of our Marketable data. According to Statista, 32% of the UK population now own a smartwatch that has the capability to monitor heartrates, step activity and sleep patterns. It’s Millennials that lead the way peaking at 37%. Now that personal health tracking gains momentum it comes as no surprise to see a surge in connected IoT products flooding the market.

From high end purchases such as Peloton and Mirror, to lower cost discreet services from Philips sleep monitors and Kinsa’s connected thermometer. It appears that we are all becoming data junkies, filling our emails and apps with statistics on our sleep patterns, yoga sessions, babies’ movements, calorie consumption and oral healthcare routines. As we gamify our health and wellness in exchange for services from virtual doctors, consultants and now hospital wards we also strike a ‘digital deal’ enabling those brands to know you more intimately, enabling them to recommend uniquely tailored products and services aligned to your lifestyle.

As Pivotal continue to work even closer with brands to explore tomorrows retail we foster our strategic methodology of Experience Essentials. These strategic anchors enable our collaborations to create consumer experiences that maximise the advantages of physical retail and guide our decisions to build successful outcomes. In this Experience Essentials edition, we take a closer a look at how progress is shaping the devices and connected products we are introducing into our lives. As technology becomes ever more present in evermore products we present an exploration of some of the unique propositions on the market. At Pivotal, we are left with no doubts, that as connected propositions become central to our lives, it is the physical experience of retail spaces that will prove critical to connecting consumers with these immersive technologies.

Pivotal has been partnering with brands and retailers over the past 10 years to ensure we keep ahead of these challenges and ultimately put our clients in a commanding position to maximise both experiences and value from their consumers when in-store. We have intimate insight into generational shoppers and their expectations aligned with global partnerships that demonstrate an infinite innovation community. We work with both brands and retailers to maximise their future strategies in the physical commerce space delivering creative, sustainable and commercially effective consumer experiences. We use our proven Experience Essentials model to bring a measured and objective collaborative program that ensures every new physical commerce program is designed and delivered to help your brand provide the successful balance of storytelling and experience to your consumers.

Pivotal has been growing the in-store success for many global brands for the past 10 years. Based in the UK and the Netherlands, we design, develop, produce and activate inspiring consumer experiences that deliver your brands purpose on time, and on budget. Our success is powered by shopper insights, awarded creativity, transformational technology and our global community of manufacturing and installation partnerships.

In our full article we delve into:

> Insights that show all ages are addicted to their digital devices
> Body Data
> Smart Home tech
> Robot Work
> How physical retail experiences can lead
> Experience Essentials overview

Want to read our full article? Contact our team today.

The post WILL THE INTERNET OF THINGS REVIVE PHYSICAL RETAIL? appeared first on Pivotal.

Primark's biggest store becomes an experience

admin — Wed, 14 Jul 2021 08:04:00 +0000

As part of our series on Health and Beauty retailing, we continue to delve into brands that boast innovation and experiences for consumers, as well as how they invite us to the shop floor and creating a memorable visit. Exploring the physical retail landscape, investigating what brands and retailers are doing and how they are maximising consumer experience helps complement Pivotal’s Experience Essentials.

Within our Experience Essentials research, we aim to look at how brands utilise the 5 foundation ingredients of Visibility, Accessibility, Immersion, Personalisation and Transparency to maximise their experiences commercial long term potential.

At Pivotal, we can enable brands to maximise their purpose, educate and explore product offers and give the consumer a reason to purchase. Our abilities to elevate brands to effectively communicate their objective is what we specialise in. As part of our marketing strategy, we make sure to look at what others can achieve.

Primark introduced their world’s biggest store, as well as it being their new Flagship store, this time- Birmingham!

With Primark still showcasing their full range of products covering Women’s, Men’s, Kidswear, Homeware – this store was able to endorse and shout about their other store experiences such as their Beauty studio with experts Duck and Dry, a barbershop in collaboration with Joe Mills and three unique dining experiences – one being Primark and another being the new Disney Café.

If you are looking for a bit of pampering on your shopping day, instead of visiting a beauty salon, why not take advantage of their Beauty Studio. Duck and Dry offers three essential services, inclusive of their signature blow dry and braid bar, brows and lashes, as well as manicures and pedicures. The Duck squad offers a range of on-trend blow dry looks. To name a few: bouncy Beaut, Straight Down, Wave Wonder and braids will include Braid-a-Licious, Halo Braid and Duck TAILS.

File Xpress and Duck offer a range of express manufacture, pedicures and gel polishes, as well as Nail art. Lashes and brows can be preened by Duck and Pluck Express, with services inclusive of tinting, lash add-ons and threading. This gives the customer a 1-stop-shop service, allowing them to get their hair, nails and brows down at one destination.

We all get peckish on our shopping trips. Instead of walking around aimlessly and struggling to decide where to eat, why not take advantage of Primark’s new restaurants. ‘The Mezz Café’ is located at the top of the escalator on the mezzanine floor and offers pastries, frappes, coffees – giving you both the option to takeaway or dine in!

If you wander down to the lower ground floor, then you will come across The Mezz Restaurant which is hands down the best place if you are partial to a cooked breakfast. You can also pop in for a quick bite to eat on your lunch break or need to re-fuel, before continuing your shopping spree. This restaurant offers more substantial meals such as burritos, cooked pizzas, salads and other meal choices.

However, on the first floor you can find the Primark Café which serves more light bites inclusive of sandwiches, cakes and paninis. The real ‘wow factor’ of Primark is that you can personalise and create your own delicious doughnuts in their spray bar, this is inclusive of icing, sprinkles, and chocolate arrangements. A great excursion for the little ones to try out too!

Primarket

On the top final floor, you will come across their ‘magical’ dining experience. You get to walk through Micky Mouse’s large ears where you enter the Disney Café.

Disney Café

This café offers a range of nutritious and a healthy menu for all the family to enjoy – another great location in store for the children to enjoy! Should they need more entertaining, they can enjoy its interactive worktops which showcase child friendly activities and games as well as a play zone floor space.

If you take a short walk over on the same floor then you will come across the Disney merch concession, specifically Mickey Mouse dedicated. This area immerses itself in the Disney theme and depicts its Micky Mouse branding across all clothing merch, the perfect destination to those that love this theme.

Mickey Mouse Merch

Primark’s merchandising team had really taken focus on making sure that this space attracted its customers. The Disney black and white branding creates a bold and stand-out awareness, as well as being flexible and inclusive for both girls and boy’s wear ability.

Gold accents complimented the black and white theme, the metal poles which were mounted and fixed to the ceiling helped hold the clothing rail and product showcases up to maintain sturdiness.

The large gold Mickey Mouse ears hang down proudly from the ceiling raft, which not only creates impact, but also helps break up the dead space between high eye line and the clothing racks.

Across the back wall includes large LED Mickey Mouse ears which also enhances the Disney brand and add theatre to the shop floor. The illuminated ears also add more light and brightness to the concession, as well as helping break up dead space on the white walls. The ears also halo around the mannequins on display, which creates added influence.

Wellness

Revitalise and refresh your daily routine with our collection of wellness products. From sustainable workout kit and organic cotton bedding, to recyclable glass bathroom essentials and soothing cruelty free and vegan friendly beauty products. We’ve got everything you need to take your self-care game up a notch, de-stress and turn your home into your serene oasis. Scroll on to see how you can spend a day embracing wellness.

The Wellness category across the Retail landscape has taken off over the last 2-3 years and consumers truly appreciate the thought and consideration for this subject.

Wellness is about peace of mind, and however you would like to interpret this, this comes in many different forms. From touching base through a Spiritual perception, perhaps taking on Yoga or any other Athleisure hobby – Wellness items help cover this aspect with soft and sustainable workout wear.

To have a clean house, is scientifically proven to affect the way we think and behave. ‘Clean house, clean mind.’

Primark’s Wellness line also includes a homeware range which can help you achieve a calm, clutter free home which can help transform areas and zones in your home with an aesthetically pleasing touch.

Keeping fit and maintaining a relationship with the outdoors and natural surroundings is proven to help your state of mind. Getting outside and breathing fresh air is always a good idea. You can wear Primark’s Wellness collection, which is described as ‘cosy yet chic’ loungewear.

Relaxing in a bath or taking a long shower is also proven to help reduce stress, help inflammation, and increases blood circulation. All these benefits will help relaxation purposes, and whilst there are many brands that offer a sumptuous range which highlights home and a spa-like experiences, Primark offer great alternatives at a fraction of a price.

Indulging in self-care is something that all of us do either from time to time, or daily. This can boil down to a skin care routine, and whilst most health and beauty brands are hot on this for both reasons of makeup application or for general skin health, the retail landscape for cosmetics is extremely saturated, and can be overwhelming for some. Primark offers a skincare line through both their standard range, as well as now in their Wellness line. Taking good care of yourself brings plenty of well-being benefits, as well as feeling refreshed and pampered.

A good nights’ sleep is the secret to great health and piece of mind. Relaxation in every form is good for the soul, however switching off completely at the end of the day is extremely important, and the clothing you wear is complimentary to this. This is your time to totally disconnect from daily goings-on and slip into Primark’s Wellness sustainable sleepwear, designed, and created from soft, breathable, and sustainable fabrics mean that you are guaranteed a good nights’ sleep.

Custom Lab

Personalisation is something that we can all appreciate, in whatever form the personalisation can take place – we always like to explore this option in one way or another. Maybe you are struggling for a gift and creating a bespoke product or amending an item to include their name or designing something in their favourite colour is always received in a more heartfelt way.

Primark, Birmingham now features their own Custom Lab on the shop floor. You can get your very own screen printed and digitally made clothing with the help of an advisor at this station. Should you wish for your top to have the Star Wars logo applied to your top – they can do this for you, in store and in a quick turn-around!

What we have discovered is an experience store, rather than the typical shopping store. As Primark shifts with the times and understanding the consumer, our overall opinion is that more stores should include such inspiration as this – giving the consumer a well-rounded and diverse experience. Well done to Primark on their influential commitment.

This store overall has ticked 5 ingredient boxes that we look out for -

Visibility - (Mickey Mouse ears and bespoke unitary depicting around a topic/launch)
Personalisation - (Giving the consumer a personalisation option with Custom Lab)
Experience - (Enhancing the consumers shopping experience i.e. The Salon, Restaurants, Disney Café, Custom Lab)
Trends - (Highlighting trends such as the Wellness category)
Thought - (Becoming the biggest Primark store offering 5 floors for Primark fashion and experiences)

We look forward to seeing what others brands step up and give us, the consumer a more dedicated shopping experience.

The post Primark's biggest store becomes an experience appeared first on Pivotal.

H Beauty MK & the fightback for customer intimacy on the shop floor

admin — Mon, 17 May 2021 14:14:29 +0000

As the beauty industry resurfaces after the devastating COVID months, we take a look at some of the more adventurous and bold shop floor experiences that have been designed to regain customer trust and intimacy.

The global beauty industry (comprising of fragrance, personal care, skin care and cosmetics) has been stunned by the COVID-19 outbreak. According to Mckinsey’s report, the first-quarter sales of 2021 have been weak, and there have been widespread store closures. The industry has responded positively to the crisis, with brands switching their manufacturing to produce hand sanitizers and cleaning agents and offering free beauty services for frontline response workers. At the same time, the industry’s leaders have a responsibility to do their best to ensure that their companies survive. The global beauty industry generates $500 billion in sales a year and accounts for millions of jobs, directly and indirectly. Lives come first, but livelihoods also matter.

2020 RECAP

While the health and beauty industry may be in a relatively greater position than other consumer categories, 2020 will have been marked as one of the most unsuccessful years that was endured. Many of us believe however, that the industry will remain appealing in the long run, especially with the rise of technology and innovation that is at our fingertips. Trends were already shaping the market and the way in which we shop. Perhaps the COVID-19 crisis is likely to accelerate the innovation of consumer commerce.

The impact of lockdowns and restrictions impacted on our day to day lives, In particular, it shifted the way in which we portrayed ourselves and the ways in which we ultimately behaved. Many of us weren’t mindful by our self-image and purchasing makeup to try out new products, was at the back of our minds. Many of us had nowhere to go or to have been seen (except maybe taking part in those dreaded Zoom meetings!) and as a result the beauty and cosmetic industry sales suffered.

QUARTER TWO

In Q2 of the pandemic it became apparent that the ‘Do it yourself’ makeover was upon us. We were craving a haircut, yearning for a pampering beauty treatment, right down to even getting our nails done. Beauty brands shifted their marketing strategies to cater for those stuck indoors giving rise to the hair dye home boxes and nail and manicure kits to many of us starting our own beauty businesses.

Natalie James, 30, from Wanstead in East London works in fashion PR. Although she continued working through lockdown from home, she didn't like the fact that she wasn't able to pamper herself with her favourite beauty products as all the shops were shut.

Realising "a lot of other people felt the same", she decided to start a £10-a-month subscription box service called Tingle, which offers a curated selection of beauty, makeup and skincare products sent to your door.

THE SHIFT

Brands were heavily under pressure even before the Pandemic to overhaul their product-innovation. Now, the desire to be ahead of their competitors is even greater.

Pivotal has been walking the shop floor to gain a more focal insight into how consumers respond to the new normal when shopping for beauty and cosmetic products. In a short series of ‘back in-store’ articles we take a look at how the physical shopping environment is shaping up to maximise real life human interactions and brand experiences that both compete and support the dominant ecommerce platform.

In this first instalment we take a look at the recently opened Harrods Beauty emporium in Milton Keynes to observe and gain some experience exclusives planned for shoppers through 2021 and beyond.

Harrods opens its second largest H Beauty store, expanding its beauty branch into the heart of Milton Keynes. The ultimate playground to discover luxurious brands within skincare, cosmetics, fragrance and makeup.

The new 29,000sq ft store also doubles up as the biggest H Beauty branch yet, following the debut site that opened at Intu’s Lakeside shopping centre last September.

Engaging with customers has been the biggest up and coming struggle for many and whilst brands are still thinking of innovative ways to get the shopper involved, H Beauty have perhaps nailed it. To next generation newcomers, to pioneering and legacy names – the enjoyment and experience of H Beauty does not stop at product shopping. This store has so much more to offer for customers!

Harrods’ H Beauty fascia offers a range of premium and luxury brands under one roof and includes onsite treatments, consultations, and demonstrations.

“The latest H Beauty opening in Milton Keynes marks another significant addition to the UK’s beauty retail landscape and I am absolutely delighted to be creating an exciting new destination for our beauty community,”

Harrods beauty Director Annalise Fard.

In store, you can experience Playtables, the H Beauty Cam, Sampling Stations, a Skincare Station, click and collect, interactive and virtual try-ons as well as indulging yourself with a glass of bubbly in their exclusive Champagne Bar.

There are two Playtables where shoppers can experiment with dry hair styling, makeup demonstrations and product testing. Each brand ambassador can be there to explain the benefits, the product evolution, and its ingredients – making sure that this product will be curated perfectly for your skin type.

Meanwhile a special in-store Skincare Station offers bespoke consultations and treatments, whilst promising there is an effective and enriching product for every customer’s skin concern and daily routine, regardless of budget.

The high end and lavish interior styling, fixtures, fittings and displays are like no other. You truly immerse yourself in a new way of shopping and grasping that the customer experience is the highest priority for Harrods Beauty.

Harrods expression:

“A new beauty experience”

H Beauty has been described as a paradise for beauty lovers – even if that means visiting and getting a photo taken with their pink Reduced Polygon bear sculptor, proudly sat in the middle of the store.

Harrods buying team, led by Annalise Fard and Mia Collins, has curated a spectacular offering that empowers the H beauty community to explore and "celebrate their self-identity through beauty".

Most click and collect services are primarily a zone in store where shoppers can quickly nip in and collect their online orders without the hassle of in store shopping. Due to Harrods insights and feedback from their customers, it shows that they have truly took on board their thoughts and comments. H Beauty MK now features a beautiful dressing room at the back of their click and collect till – this gives the customer an opportunity to try on their online purchase and have the chance to either keep or refund their items there and then in store with no trouble.

At the entrance of the store features the H Beauty interactive camera, featuring a stunning pink and white acrylic LED backdrop – giving the customers an exciting and memorable time in store. The freestanding interactive skin allows the customer to select a countdown for the photo, and if approving of the moving image, you can send this to yourself on email to keep for free!

This area will then transform into a new dedicated beauty brand section (to find out who will be featured here, subscribe to our insights located in the ‘Get the material’ portal)

H Beauty features extremely influential high-end brands such as Estee Lauder, Dior, Gucci, Huda Beauty and more. The luxurious and impactful displays speak for themselves, inclusive of delicate and intricate details are highly appreciated by customers, ultimately impacting their overall shopping experience.

Estee Lauder –

Gucci -

Dior -

TECHNOLOGY TOUCHPOINTS

Tec led innovation has become the biggest rivalry for brands’ marketing budgets. The way in which customer choose to engage with products and brands - it’s vital that the engagement is both tactile and interactive with products. Good design makes your product self-explanatory.

For instance, Virtual Try-ons have become the biggest way in which we can ‘try and test’ a product without the physical touch and feel.

Estee Lauder, for example, exploited a Virtual Try-on touch point on their concession in the H Beauty store.

7 Best Virtual Make Up Tools

Source: harpersbazaar

Chanel Lip Scanner

Chanel has made the 'virtual try-on' concept a completely slick experience with the launch of its new Lipscanner app, which allows you to find the Chanel lip product that matches any source of visual inspiration.

Scan your handbag, an Instagram post, a page from a magazine or even your friend's lips, and the app will identify not only the matching shade but lead you to the correct texture too – be it high-shine gloss or a long-lasting matte.

Once you're found your perfect match, use the 'virtual try-on' feature to test out the product, snapping a selfie for future reference. VR has never been so chic.

L’Oreal Paris Virtual Makeup Tool

Experience L’Oréal Paris make-up and hair colour the virtual way. Whether you fancy changing up your hair with zero commitment or trying the latest launch, L’Oréal's new virtual tool allows you to choose from over 100 shades by either using the 'Live' application button, or by uploading a photo of yourself to apply virtual makeup to.

Maybelline Virtual Makeover

Discover Maybelline's virtual makeover and online make-up application tools to help find the most suitable shades for you. The brand offers a virtual try-on tool, as well as a foundation shade finder. Find the perfect 'no make-up, make-up', or try a bold new look.

bareMinerals virtual try on

bareMinerals recently released its new Mineralist Hydra-Smoothing Lipstick, alongside an exclusive virtual try-on so that you can experiment with all 25 shades from the comfort of your own home - including colours modelled by Hailey Bieber, such as Grace and Wisdom. All the shades are mineral-infused and vegan.

Mac Virtual Try on

MAC Cosmetics has just launched its new Virtual Try On Tool, which allows you to test out more than 200 shades of lipstick or eyeshadow in three easy steps. MAC has said of its latest foray into digital: "Now you can continue to try a new shade or product, even while at home."

Bobbi Brown virtual try on

Bobbi Brown recently launched a Virtual Try On functionality for the brand's eye and lip shades. The tool uses accurate facial mapping technology for a true-to-life virtual makeover. You can try on different shades by using the live camera, uploading a selfie or selecting a model’s image.

RedKEn Virtual hue finder

Whether you're dealing with unwanted roots or fading colour, we know everyone is eagerly awaiting to be reunited with their hairdresser (there has been a 950 per cent rise in searches relating to salons reopening). Redken’s new virtual hair colour tool couldn't come at a better time; it allows you to find the perfect hue for your locks and book a digital consultation with one of the Redken team.

With Virtual makeup and beauty related tec being the big boom, it makes you wonder what brands do not currently offer this. There is a space in the market to become bigger and better with creativity, and whilst we understand its a competitive market – why wait?

The post H Beauty MK & the fightback for customer intimacy on the shop floor appeared first on Pivotal.