A Raydiant survey found that an enjoyable shopping experience is the reason why a third of consumers prefer shopping at in-person locations. Interactive activations also draw shoppers in-store, as they offer something that online experiences cannot.
Retailers that combine fun with a sense of urgency, like limited-time merchandise, will ensure consumers return, according to Insider Intelligence.
Clinique has created an interactive pop-up Hydration Station at Mid City Centre, Pitt Street, Sydney.
The activation was created to celebrate the brand’s Moisture Surge 100H Auto-Replenishing Hydrator.
Speaking at the launch event, Corinne Duffy, Brand General Manager – Clinique, Aveda & Lab Series ANZ at The Estée Lauder Companies, said: “I’m sure this statistic wont surprise you, given its cult following, but we do sell one jar every four seconds worldwide for our iconic pink superhero.”
Duffy said the ”purpose of putting in this pop up is to elevate our customers’ experience with Moisture Surge 100H by designing and creating a space that’s an immersive destination that’s not only exciting but also fun to everyone”.
“You’ll see around the room at the train ‘stops’ the key ingredients including our patented aloe bioferment, hyaluronic acid, vitamins C and E and activated aloe water, blended together in a stunning oil-free gel texture.”
Custom fixtures created for the activation include train timetables and tickets that have a functional purpose as transport cards, allowing consumers to ‘tap in’ to redeem a shopping discount.
Clinique’s ‘skin conductors’ offer a personalised skin check to guests on arrival, using the brand’s Clinical Reality diagnosis tool, while claw machines gamify the experience for consumers, while also acting as an additional interactive sampling moment.
The activation will be open to the public from today (Thursday, October 27) until Saturday, October 30.
Consumers can reserve their spot at the activation via the link: https://www.clinique.com.au/moisture-surge-hydration-station.
Images from the activation below:
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