Il Makiage

Transforming the Beauty Retail Experience: The Il Makiage and ReaLo Partnership

Project Summary

ReaLo and its long time customer Il Makiage collaborated to revolutionize the beauty retail experience. Il Makiage, renowned for its high-quality makeup products, implemented innovative technology, to provide personalized shopping experiences. The project aimed to bridge the gap between online and offline shopping by conceptualizing a digital store that embodied Il Makiage’s unique and personalized approach.

Facing changing consumer patterns, the digital store design optimized the customer experience. Strategically placed screens engaged customers with captivating content that created immersive experiences that influence purchasing decisions. Il Makiage’s collaboration with ReaLo sets new standards in the beauty industry, embracing personalization, emotional engagement, and human interaction. This remarkable retail environment establishes Il Makiage as a global leader, redefining the beauty retail landscape.

At a Glimpse

Il Makiage and ReaLo collaborated to revolutionize the beauty retail experience through innovative technology and personalized shopping.
The digital store design optimized the customer experience in a compact space, incorporating interactive touch displays and strategically placed screens.
The partnership successfully enhanced foot traffic and customer engagement, with customers spending nearly double the time in the store compared to before the digital implementation.
Emotional engagement was prioritized through captivating content and motion sensors, creating immersive experiences that influenced purchasing decisions.
ReaLo’s expertise in technology and design, combined with exceptional customer service, ensured a remarkable retail environment that set new standards in the beauty industry.

Introduction

Il Makiage, reintroduced on the world stage in 2018, is a renowned cosmetics company specializing in creating high-quality makeup products. With its innovative approach to beauty, the brand has grown into a global powerhouse.Il Makiage offers a wide range of makeup products, but it is particularly known for its exceptional foundation range.

In 2023 Il Makiage’s parent company debuted on Nasdaq at a $2 billion valuation solidifying its place in the market.

Innovative Technology for Personalized Shopping Experience

What truly sets Il Makiage apart is its commitment to personalized shopping experiences through the use of technology. The brand developed a groundbreaking solution called “PowerMatch.” Powered by an advanced algorithm, PowerMatch analyzes users’ skin tones using a series of questions and photos. This innovative technology enables customers to find their perfect foundation shade match, minimizing guesswork and maximizing customer satisfaction.

Collaboration between ReaLo and Il Makiage

For several years, ReaLo has been working closely with Il Makiage, providing traditional digital signage solutions to over forty locations. The collaboration encompassed the supply of high-end LED digital screens, professional LCD screens, design studio services, and more. Recognizing Il Makiage’s strong online presence and the need to convey their innovative and technology-forward mindset in physical stores, both parties embarked on a new project: conceptualizing a digital store that embodies the unique and personalized nature of Il Makiage’s online shopping experience.

Meeting the Challenges of a Post-COVID Consumer Landscape

The project took shape against the backdrop of a post-COVID consumer landscape where shopping patterns underwent a significant transformation. The traditional role of sales floor personnel as primary influencers of purchase decisions diminished. In this new era, where customers lacked the clear guidance of in-person interactions, the importance of subtle and non-intrusive voices became paramount. Recognizing this shift, the design of Il Makiage’s first-ever digital store began to take form.

Creating a Unique Shopping Environment

Il Makiage’s digital store was designed to optimize the customer experience within a relatively small retail space. The layout encompassed a few makeup application booths, a cosmetics selection wall, and an area for Il Makiage presenters to conduct courses and stay updated on the latest trends. To seamlessly integrate technology into the store, sleek screens were incorporated as part of the shelving. Additionally, a high-quality interactive touch display was strategically placed, enabling customers to complete the “PowerMatch” quiz and find their perfect shade by answering a set of thoughtfully crafted questions.

Enhancing Foot Traffic and Customer Engagement

The placement of screens within the digital store was carefully planned to achieve specific objectives. Firstly, to increase foot traffic, large LED displays were positioned at the store’s entrance, capturing the attention of shoppers throughout the shopping center with captivating promotional campaigns. Inside the store, strategically placed LCD screens effectively engaged customers, prolonging their stay and exploration of the offerings. Store employees were delighted by the response, one employee admiringly admitted that “customers are spending nearly double the amount of time in the store compared to before the digital store implementation.”

Influencing Buying Decisions through Emotional Engagement

While attracting customers was important, ReaLo’s primary objective in digitizing any store is to influence customers’ emotions, leveraging the power of screens to create impactful experiences. The right content, in the right position, at the right time, could sway purchasing decisions more effectively and unobtrusively than a salesperson. A notable feature in the next phase would be the integration of motion sensors. When a customer reached out to select a product for examination, the screens in the vicinity switched their content to showcase a short video highlighting that specific product’s features, capturing the customers’ attention and creating an immersive experience.

Harnessing the Power of Physical Interaction

Research in consumer psychology has shown that physical interaction with a product can significantly influence consumer behavior and purchase decisions. Known as “haptic perception” or the “haptic effect,” this phenomenon highlights the importance of touch in enhancing satisfaction and increasing purchase intention. ReaLo successfully harnesses this psychological trait by adding additional sensory elements through the screens. For example, if a customer took that intimidating step and finally picked up an item they are considering, the screen adjacent or even a few screens in the vicinity would change its content and give the customer a sense of validity in their choice.

Successful Collaboration and Impactful Results

The collaboration between ReaLo and Il Makiage resulted in a unique and impactful digital store, providing an exceptional experience to customers. The project defied initial skepticism from traditionalists, and Il Makiage itself entrusted the ReaLo team and allowed them to demonstrate their expertise and magic.

To emphasize the success of the partnership, Yonatan Eran, Il Makiage’s GM in Israel, shared his insights, stating, “Il Makiage’s advanced program called ‘PowerMatch’ enabled the brand to burst onto the world scene and solidify its place in the market with over 500,000 positive reviews for its foundation alone. Working alongside ReaLo, we effectively implemented our vision and introduced a sense of individuality to our physical stores, crafting an immersive and personalized buyer’s journey for our customers. The seamless integration of modern screens with traditional shelving allows our customers to feel valued and at the center of attention, resulting in increased purchases and a deep sense of brand loyalty.”

The digital store not only served as a source of inspiration for the brand but also delighted customers with its innovative and personalized shopping experience.

The Power of the Realogram

While the digital store project, with its innovative technology and captivating displays, significantly enhanced the shopping experience at Il Makiage, it is important to recognize that the planogram is just one aspect of the equation. The realogram, on the other hand, brings a human touch to the customer journey. Having a reliable and knowledgeable team on the ground to guide retailers through every decision and process can make a substantial difference. ReaLo understands the significance of this aspect and ensures that the ReaLo team members are not just experts in technology and design, but also skilled in delivering exceptional customer service. By having trustworthy individuals who can provide personalized recommendations, answer questions, and address concerns, the customer retailer’s experience is elevated to new heights. The combination of an innovative digital environment and a supportive team of experts ensures that customers feel valued, heard, and ultimately empowered in their innovative decisions.

Conclusion

Il Makiage’s partnership with ReaLo exemplifies the successful fusion of technology and creativity to create a truly remarkable retail environment. The digital store project, with its focus on personalization, customer engagement, emotional impact, and the power of the realogram, showcases the holistic approach taken to elevate the customer experience. By embracing cutting-edge technologies and leveraging the expertise of ReaLo, Il Makiage has established itself as a trailblazer in the beauty industry, setting new standards for customer experiences and solidifying its position as a global leader.