The importance of brands adapting to the uses of new technology to implement amazing customer service has been more evident than ever this past year. Studies show that 67% of consumers will completely cut ties with a brand due to a bad experience. We’ve recapped four brands this year that kept up with their customer’s needs and wants, raising the bar when it comes to enhancing customer service and experience.
At an event, engaging patrons is a brand’s main priority. Tidal teamed up with Metroclick and utilized one of their interactive kiosks, which was ultimately transformed into a listening booth. These listening booths provided a touch screen experience where guests could stream their favorite songs. Not only did this completely engage guests at the event, but also let them interact and learn about the popular streaming app in real time.
IKEA wowed customers when the brand decided to experiment with augmented reality. By using AR in the form of an app, IKEA let shoppers see exactly how certain pieces of furniture would specifically look in their home. This not only engaged customers, but also let them feel more confident in making life-long furniture purchases.
In order to keep up with the vast amount of personalization in the cosmetics industry, beauty brand L’Oréal Paris rolled out an app that lets customers essentially “try before you buy.” The app, Makeup Genius, lets users try on makeup virtually while in the store or online, preventing a messy tester face. This helps customers avoid purchasing products that don’t necessarily suit their skin tone or eye color, the most common mistake in beauty product purchases, and the most common reason for returns.
Another customer service pioneer in the beauty industry, Sephora kept up with retail technology trends in cosmetics this year with innovations out of their Sephora Innovation Lab. This year the beauty giant launched seven Beauty TIP concept stores, which allows customers to come together to learn in group beauty classes. They leverage tutorials through Sephora’s Virtual Artist technology, a system built in conjunction with facial imaging software ModiFace, to virtually try on makeup. The system is integrated through touchscreen technology at individual stations. On a larger touchscreen, customers can also get inspiration from The Beauty Board, Sephora’s shoppable gallery showcasing user-generated content.
Mary Beth Laughton, the Executive Vice President of Omnichannel Retail, explains “Sephora Virtual Artist is a really good example of where there was a real customer need.” As the leaders of innovative investments, Sephora has positioned itself as the world’s leading specialty cosmetics company, reflected in their global sales and tremendous customer satisfaction.