Best-in-Class Merchandising at Innisfree

Transcription

1 Best-in-Class Merchandising at Innisfree 862 Broadway, New York, NY WHY TO SEE IT Innisfree a Korean beauty brand has opened its first USA store, and it is loaded with smart merchandising. No matter what category you re in, there are 5 ideas for you on how to create a stronger, smarter and simpler shopping experience. JANUARY 2018

2 5 things that make Innisfree best in class for merchandising Strong brand story that is clearly communicated Simplifies a complicated category Education helps shoppers make selections 4 Ability to customize products 5 New ways to sample ALL RIGHTS RESERVED

3 1 Strong brand story that is clearly communicated The floor to ceiling living plant wall at the entrance screams the natural message. ALL RIGHTS RESERVED

4 Connect with the brand digitally. The brand s pledge to shoppers is presented right at the entrance. A map of Jeju Island introduces shoppers to the origin of the brand s ingredients. ALL RIGHTS RESERVED

5 Innisfree s commitment to preserving the earth is reflected in its rewards program (exchange empty bottles for 50 loyalty points). and the store design. (The entire store is eco-friendly.) ALL RIGHTS RESERVED

6 2 Simplifies a complicated category Skin Care is often confusing to shop. Innisfree presents its collections in 3 simple ways: 1) Products are organized by end-benefit (pore solution, troubled skin, nourishing hydration, anti-aging, etc.). 2) Each benefit incorporates a key ingredient (e.g., green tea, volcanic clusters). 3) Products are color-coded for easy navigation. ALL RIGHTS RESERVED

7 The Best Sellers display gives shoppers an easy place to start their shopping. Starter Kits make it easy for shoppers to shop for a solution without picking out multiple individual products. ALL RIGHTS RESERVED

8 3 Education helps shoppers make selections Each collection is presented with information about its benefits, ingredients, manufacturing process and how to use it (in simple shopperfriendly speak and graphics). Props tell an ingredient story. ALL RIGHTS RESERVED

9 Shoppers can take home a detailed education card to better understand ingredients, tips and usage. Signage is simple ALL RIGHTS RESERVED

10 A diagnostic tool takes a precise read of your skin s tone and matches you to the right foundation. ALL RIGHTS RESERVED

11 4 Product customization Shoppers can choose their own colors and create My Palette (eye shadow) and My Compact (foundation). ALL RIGHTS RESERVED

12 Shoppers can customize their own masks by choosing a Base and Toppings (based on specific skin concerns) ALL RIGHTS RESERVED

13 5 New ways to Sample Lift these wooden blocks to smell the fragrance that is embedded underneath (why can t these be in the coffee aisle, chocolate aisle, shampoo aisle, etc.?) ALL RIGHTS RESERVED

14 Samples are a benefit to joining the Innesfree free membership program. Spend $30 and choose 1 sample sized product from this Bite-Size Beauty Bar. The presentation makes the samples seem special (versus getting a few samples thrown into your bag at the checkout). ALL RIGHTS RESERVED

15 A large sink invites shoppers to touch and play with product. Testers and Try Me displays are throughout the store. ALL RIGHTS RESERVED

16 Translating the ideas from Innisfree to your business: 1 Develop a strong brand story and clearly communicate it Dedicate prominent real estate to communicate your story, values, and what makes you relevant to shoppers. Don t just say it, exemplify it too. 2 Simplify the shopping experience and the shelf Make the category easier to shop by understanding how shoppers like to shop for the category (e.g, end-benefit, key ingredient). A best sellers display gives shoppers a starting point. Starter Kits give shoppers a total solution without having to spend the time shopping for multiple products. 3 Add education that helps shoppers with selection Such as diagnostic tools that make shoppers smarter; at-shelf signage and graphics that are simple to understand; and props that tell an ingredient story. 4 Let shoppers customize products Empower them with the services and tools to mix and match, create their own products, engrave, etc. Not only does it create a value-add experience, but it also makes it feel like the product is for me. 5 Offer new ways to sample In-aisle samples can offer a compelling sensory experience. Takeaway samples can offer surprise and delight while introducing shoppers to something new. ALL RIGHTS RESERVED

17 CONTACT ELIZABETH GRETKOWSKI: FOR QUESTIONS OR ADDITIONAL INFORMATION ABOUT THIS RESEARCH 307 SEVENTH AVENUE SUITE 1707 NEW YORK NY T F E WSLStrategicRetail WSL MARKETING INC. ALL RIGHTS RESERVED 2018