Application news COTY deploys VR experience for shoppers Absen stars at song festival
Leading beauty company, COTY, owner of a portfolio of contempo- rary brands, set out to positively disrupt the beauty industry with a radical approach to enable con- sumers to trial and shop a range of nail lacquer from OPI. Collab- orating with Play Retail and in- tegrator Pioneer Group over 400 free-standing virtual reality (VR) interactive display units have been rolled out globally. COTY appointed Play, special-
ists in the design and production of branded retail spaces and cus- tomer experiences, to create a stimulating interaction to make shopping for nail lacquer a sim- pler and more enjoyable expe- rience. Once the concept was created, Play enlisted the support of technology integrators Pioneer Group for the specification and installation of the digital hard- ware and configuration of the pods.
Play conceptualised a free-standing display unit (FSDU), which would employ VR software,
allowing shoppers to
try out shades of OPI’s nail lac- quer on a digital representation of their own hand in real time. Combining the use of 3D gener- ated content with motion-track- ing software and a digital signage display, shoppers can walk up to the device and instantly start in- teracting.
Mark Childerhouse of Pioneer Group explains; “AV technology is now a wide- spread feature of retail environ- ments and with recent develop- ments in VR, it’s an exciting time for retail spaces. This project with
OPI is a prime example of how AV and VR continue to shape the shopping experience and we look forward to seeing what’s in store for these technologies in future.” As well as providing an experi- ence for shoppers, the FSDU also reports invaluable information to
OPI tasked Play with re-inventing its travel retail units to engage and excite customers, we rose to the challenge, looking at how customers want to shop and how technology could improve the in store experience.”
Due to such a positive response
OPI. This transforms the unit into a research tool which can help OPI develop strategies and cam- paigns. It can optimise the mer- chandising of further units with a view to increase sales across specific regions. Given the av- erage shopper spends just three minutes browsing in duty-free, data insight is crucial for monitor- ing usage so that OPI’s marketing teams can convert interest into sales.
Mark Howell, Creative Director at Play Group said; “Until now, there have been barriers for shoppers who want to physically try nail lacquer shades prior to purchase – in contrast to lipstick, foundation and eyeshad- ow shades which are readily avail- able for in-store trial – so when
to the first FSDUs, the rollout of the project now extends to over 400 locations worldwide, reach- ing over one billion potential shoppers since it began. From August 2017 to August 2018 COTY saw a 24 percent uplift in OPI sales. Through reducing the need for physical samples, COTY also reduced costs of wasted products, simultaneously remov- ing hygiene risks and improving the customer experience. Mark Howell, Creative Director at Play continued: “OPI’s retail estate will continue to grow, with the digital nail tri- al expanding into more locations in the coming months such as department stores and super- markets. But we’re not stopping there!"
The 60th edition of the Viña del Mar International Song Festival was staged from 25 February to 1 March 2019 in the open-air Quinta Vergara Amphitheatre, with 500sqm of Absen LED on stage to boost the fan experience. Considered ‘the largest Latin event in the world’, the Viña del Mar International Song Festi- val is an incomparable musical event that has been held annually during the third week of February in Viña del Mar, Chile. Started in 1960, it is the oldest and largest music festival in Latin America. This year the five-day musical event featured both local and international artists including Fe- lipe Abello, Wisin & Yandel, Becky G, Marc Anthony and Backstreet Boys. With more than 15,000 local spectators, the event has been broadcast live international- ly on radio over the years, as well as on Chilean television. A total of six semi-circular LED screens, made up of Absen Polar- is 3.9 and Absen D4V Outdoor, were assembled upstage to play video content, images and live stream the performance. A num- ber of LED strips rigged in the air and stage set provided an added wow factor to the already stun- ning show. At the rear of seat- ing area, three Absen D4V LED boards were mounted to play key show messages and sponsorship information. Absen’s Polaris series is a lead- ing rental solution that is per- fect for both indoor and outdoor applications. The multi-award- winning product is packed with High
Brightness Black (HBB)
and Common Cathode technolo- gies, allowing for more brightness output with total stability and re- liability. “Absen’s DV series was one of the most successful rental rang-
ket. “The Polaris series features a number of advantages including ultra-high brightness and contrast levels, ultra-wide viewing angles, as well as mechanical advances like auto-lock, auto-eject and
The Viña del Mar International Song Festival featured 500 sqm of Absen LED on stage to boost the fan experience.
es in Absen’s portfolio and now our PL series has already proven popular
with our customers,”
said Sara Shen, Absen sales di- rector in charge of Chilean mar-
fast-switch curve. All of those make it a reliable product that is easy to rig and flexible enough to cope with the hugely varied range of events.”
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