3D e-commerce rises: Lancôme and ByondXR virtual pop-up heralds new era in brand engagement
01 Oct 2021 --- The pandemic gave significant rise to e-commerce which is now evolving to include social commerce and 3D e-commerce. Recognizing this, Lancôme has unveiled a virtual UK pop-up store powered by ByondXR, which promises to boost consumer engagement to new heights.
PersonalCareInsights speaks with ByondXR CEO, Noam Levavi, who discusses the potential of extended reality (XR) technology in promoting brand engagement.
Social commerce and 3D e-commerce are important assets for big brands to boost consumer engagement, he explains.
Drawing in Gen Z
ByondXR launched Lancôme’s UK virtual pop-up store as part of the cosmetics company’s 2021 global campaign to promote its Génifique skin serum to new consumers.
Since first launching with ByondXR in February 2021, Lancôme saw a 350% increase in customer engagement time in its virtual stores.
Since first launching with ByondXR in February 2021, Lancôme has seen a 350% increase in customer engagement time in its virtual stores.
“Emerging technologies are becoming an outlet for brands to appeal to the largest-growing shopper segment around the world – Gen Z. Lancôme, which has traditionally catered to older audiences, is now appealing to younger consumers via influencers with millions of followers, which promote similar values to younger audiences such as sustainability.”
“Additionally, younger consumers are known to appreciate the experience of shopping more than the actual product, so for the brand, this directly caters to that need,” Levavi details.
“With younger customers increasingly looking for an enriched and personalized experience, the virtual stores are a way to engage and deepen connections with new and existing audiences, empowering them to discover our products and setting Lancôme apart from its traditional e-commerce competition,” adds Françoise Lehmann, Lancôme global brand president.
Extended reality perks
Virtual stores offer brands a unique opportunity to connect with their customers in a meaningful way remotely by providing them with an experience comparable to being in a physical store that emanates the values of the brand, Levavi supports.
“Virtual pop-up stores benefit both the brands and consumers. For the brand, they save the company resources by going digital and not having to worry about physical logistics, stores, samples and products.”
“This also contributes to a more sustainable environment, which deeply resonates with today’s largest consumer group, the Gen Z.”
Virtual stores are also more scalable and customizable to each brand’s needs and strategies, which can change at any time and can be adapted accordingly and quickly with a virtual platform.
“For consumers, it provides a more comprehensive browsing experience, with all the information organized in one place on an easy-to-use interface, accessible from any device, from anywhere,” notes Levavi.
Just like the real thing
Designed like brick and mortar stores, the virtual stores enable customers to browse 3D e-commerce shopping environments from the comfort of their homes.
Virtual stores offer brands an opportunity to connect with customers in a meaningful way remotely.Consumers can purchase Lancôme products, shop exclusive bundles, play games and win prizes, attend beauty panels with influencers and experts and have virtual skincare consultations.
“The ByondXR platform uses high-quality photo-realism, is fast-loading and cloud-based, enabling the production of realistic, 3D images in a matter of seconds,” Levavi adds.
“With Lancôme spearheading an exciting new path in e-commerce innovation, consumers around the world will benefit from deeper and more engaging interactions with the brands they choose.”
Fertile virtual soil
ByondXR works with several international beauty, fashion and home decor brands, including Target, Coca-Cola, L’Oreal, P&G and Caesarstone.
“The pop-up stores are a part of each brand’s respective strategy, such as announcing new products, holiday season specials, and so on. Pop-up stores are seasonal and a known retail strategy, so we plan to continue making pop-up stores according to brands’ changing needs.”
In the same space, Coty recently entered a multi-channel agreement with Perfect Corp. enlisting the latter’s augmented reality (AR) and AI technology to boost personalization and improve consumers’ digital experience.
The move comes as Perfect Corp. unveiled its new AI Face Analyzer technology to help brands better understand their customers’ facial attributes and deliver personalized product recommendations – eliminating the use of questionnaires.
“Beauty and cosmetic brands have realized that one-size-fits-all products are no longer relevant, as each consumer has their unique needs, concerns and characteristics,” Sylvain Delteil, assistant vice president of business development, Perfect Corp. Europe, previously told PersonalCareInsights.
By Kristiana Lalou
