CLIENT
HMY is the international leader in global services with 360º vision and innovation for retail. A company specialized in engineering, manufacturing and assembly of retail furniture, offering concept & design services, site & project management, value engineering, as well as technological and lighting solutions.
GOAL ACHIEVED
Implement all kinds of technological innovations in a showroom that displays the latest innovations in Retail Tech.
The Beauty Showroom - A vision of the new retail
The Beauty showroom was born as an ambitious project developed by HMY, which decided to count on the collaboration of DeuSens to add our experience in the technological section. A project that was conceived as a space in which to answer the big question that brands and distributors always ask themselves: What do I need to sell?
The answer lies in the people who want to buy. For this reason, this project was the result of actively listening to more than 300 retailers and brands from all over the world who visited HMY facilities during 3 years. Thus was forged this space where to show their vision on the new retail, which was exemplified in the Health & Beauty sector, but which was perfectly applicable for brands and retailers from all sectors.
"Stores become the real product, underpinned by five pillars: Sustainability, accessibility, intelligence, experience and agility."
The details of a winning idea
As a technology partner, we collaborated to develop the technological innovations, for the Health & Beauty sector, that HMY wanted to include in The Beauty Showroom. These technological innovations consisted of a mix of ideas and talent that was most explosive. During the first 6 months of the showroom's implementation, it exceeded 100 visits from brands and retailers, receiving more than 300 people from 10 different nationalities.
Below we show you the technological contributions we developed for this ambitious project and thanks to which we were able to proclaim ourselves, together with HMY, winners of the first prize "Collaboration between company and startup" of the Aragon Awards, Ecosystem of companies and Future 2019, which were organized by Heraldo de Aragón and Ibercaja.
GO IN
To get the customer to enter the store, we developed a Hyperexperience of sensory marketing, in which smell, sight, hearing and touch took special prominence. For the perfume promotion, we created a system so that when a specific product passed through the scanner under the screen, a brand advertisement was activated, at the same time that the perfume was automatically distributed, impregnating the smell throughout the store. Once the spot was finished, the showcase inside the store, where the same product was located, was illuminated highlighting it over the rest so that the user could find it more easily.
BESPOKE ZONE
To dynamize a specific exhibition area we created two totally different Hyperexperiences. On the one hand, we developed an Augmented Reality app with the aim of awakening the WOW effect in the user and achieving a significant impact on the consumer. In this way, pointing with the cell phone to the marker that was under the product, the scene was animated with corporate elements of the brand that allowed complement the product that was exposed, being able to convey a much more complete message in a totally original and dynamic way.
The makeup table was another of the elements that dynamized the space and generated an omnichannel experience. It was a makeup table that allowed physical interaction with the product, scanning it and consulting on it all the information related to the product in question or related to the entire range available.... There was also the possibility of recording the make-up sessions and sharing them, offering the consumer a discount for the products used during the make-up session.
FAN AREA
It consisted of a space inside the showroom designed to dynamize the point of sale to create different and fun experiences. For this we reused a video wall on an unstructured panel on which different brand or thematic contents were projected (seasonal, Christmas, Valentine's Day,...). We also introduced our FunMirror, an augmented reality photocall, with which the user could interact, take pictures and share them through social networks.
MASS MARKET
In order to have a much more complete experience, we integrated technology in the furniture of the point of sale to modify the lighting of a particular piece of furniture. Through an application that could be used from any type of support, we could modify the colors of the fronts, as well as the intensity of illumination and color temperature. With this we gained agility and could create scenes of specific moments or events that we wanted to theme at the point of sale.
ROOM CONTROL - DIGITAL CARTELERIA
Finally, we also developed a room controller so that the retailer could create unique environments throughout the store (seasons, themes,...). To achieve this we created a control system for HMY's digital signage that was located throughout the showroom, composed of professional monitors managed through the players, which were accessed through a platform, which was available for both mobile devices and computers through the web browser.
