Unilever and Perch to roll out digital beauty platform for Dove brand at Giant Food supermarkets
07 Apr 2022 --- Unilever has partnered with retail marketing platform Perch to launch a digital consumer engagement system for beauty shoppers using Perch’s “lift-and-learn” technology.
With this technology, shoppers can get more information about Unilever’s Dove skincare products simply by touching the interactive caps on beauty products, which have a glowing Unilever logo. In this way, they are not required to scan a QR code, touch a screen or download an app.
The interactive end caps will be available in the beauty section of Giant Food supermarkets in Washington DC, US.
“With Perch’s smart shelf display, our products can deliver the right product message at the right time, so the Dove brand can educate and connect more deeply with its customers. We are thrilled to launch this platform connecting shoppers with our iconic Dove brand,” says Christina DiPietro, team lead, Unilever, Ahold.
Computer vision analyzes consumer behavior
Enhanced with specially lit shelves, the devices are eye-catching and drive attention to the Dove products. This digital experience guides shoppers through each shelf of products, with product videos, ratings and reviews of the product line.
Perch’s digital engagement platform also uses its computer vision to detect product behavior at the shelf, anonymously detecting the presence of shoppers, the products they touch and the content they engage with.
The digital experience guides shoppers through each shelf of products, with product videos, ratings and reviews of the product line.
The system brings in videos, ratings and reviews and product information for every product, uniting the digital shopping content with the physical products. Perch’s artificial intelligence (AI)-powered approach drives five to ten times the engagement of traditional digital signage and up to 188% sales lifts according to case studies in beauty, CPG, accessories, department stores and grocery, the company reports.
“Our goal for this launch was to have a product and brand education platform that communicates Unilever’s positive beauty vision for people and planet, promoting inclusion and wellness with Dove being the appropriate brand for this partnership,” DiPietro says.
“We are extending our partnership after such a successful earlier trial driving triple-digit sales lift. Dove's brand message is inspiring and we are excited to help shoppers better connect with their category-leading products,” says Trevor Sumner, CEO, Perch.
“Visionaries use our technology to create better shopper experiences and more meaningful connections with its customers,” he says.
The platform drives attention to Dove products.
The Metaverse era in beauty is in full swing as global cosmetic brands continue to attract consumers with digital experiences. With the support of AI and augmented reality (AR), industry has seen a rise in advanced e-commerce solutions, new cosmetics tech and “phygital” solutions over the last year.
Paradigm shift initiated
During the COVID-19 pandemic, both social commerce and 3D e-commerce rose in popularity. Recognizing this, Lancôme unveiled a virtual UK pop-up store powered by ByondXR, which promises to boost consumer engagement to new heights.
In other moves, Givaudan launched DigiPulse to “decode” consumers’ online spontaneous comments about fine fragrances. The AI-powered technology is marketed as the “first olfactive social listening tool.”
Also in this space, Coty entered a multi-channel agreement with Perfect Corp., enlisting the latter’s AR and AI technology to boost its personalization functionalities while improve consumers’ overall digital experience.
Edited by Inga de Jong
