More retail stores are blurring physical and digital experiences

MAC Cosmetics China has entered the ‘new retail‘ space with the launch of its experience center integrating both online and offline brand experiences. The center blends product discovery, social engagement and purchase into an immersive journey, making it one of the more sophisticated interactive retail experiences in the cosmetics category in China. Upon entering, digital totems greet customers and invite them to scan for a WeChat check-in, instantly displaying a personalized greeting. MAC’s WeChat mini-program then becomes the touchpoint for the entire store experience. In the lipstick section, a virtual makeup mirror enables customers to sample 18 MAC lipstick colors in 30 seconds. In the eye shadow section, customers can choose from six influencer-created palettes and then tailor them to their own tastes, through the brand’s WeChat mini-program, which also handles payment and pickup of their custom 3D-printed palettes. The foundation section uses an infrared touchscreen to match shades with the customer’s complexion.