06 FEB. 2013

Labbrand Creates Innovative Digital Retail Experience for Sephora’s Largest Flagship Store in China

“The Fragrance Bar”, an innovative in-store digital experience developed by Labbrand, has been featured in Sephora’s newest megastore in Shanghai.

The Fragrance Bar is a new retail concept which provides a unique shopping experience to maximize consumer engagement. It is composed of six stations each equipped with an iPad and 10 perfume diffusers. Labbrand created two different iPad applications for in-store use. One is based on the idea of “Memorable Scents” that allows customers to interact with emotion-charged scents. The other one is based on the idea of “Key Life Occasions” that allows customers to find their perfect fragrance for dating, work, going out and gifting. Customers could then obtain product information directly through the application and share their result by email or through Sina Weibo. Both applications are linked to perfume diffusers that allow customers to directly experience different scents and fragrances, thus increasing the chances of sales conversion.

Labbrand partnered with Mobile Now Group to develop the applications. Labbrand leveraged its expertise in consumer insights, visual identity and digital strategies in refining the content and designing the interface. The process included semiotic research and focus group sessions to better understand Chinese consumers’ perception of fine fragrances.

With 1,500 m² of sales space and located in one of the liveliest districts in Shanghai, the new flagship store on West Nanjing Road is the biggest store opened by Sephora in China. It hosts 118 different brands, of which 17 are Asian, and nearly 7,000 products.

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