Clinique
Store of The Future
The “Store of The Future” has many functions; a brand beacon, a full display of the range of products a company offers and finally as a primary place to collect data. Beauty is classically not a stand alone retail category. Few brands can carry that depth of brand experience and deliver the products and service to match. While Clinique has been one of the most durable and standout brands for decades it had never stood on its own as a DTC retail destination.
Ecosystems
THE CHALLENGE
This challenge began with deep organizational alignment having to pull together decades of heritage, a global retail footprint, and international set of brand standards to create an experience that was uniquely Clinique.
THE SOLUTION
We worked with a standout team at Estée Lauder and MAPOS Architects to think what this distinct experience was. We had a series of executive workshops to ensure that this brand destination reflected Clinique completely and showcased Brand, Products and most of all its outstanding Services and Amenities.
The results were of moderate success. As always the brand, product and service stood out. Some of the more ambitious technologies were overextended and quite honestly fell vicim to lack of refreshable content. Another great Store of the Future Project with some great lessons learned.