The omni-channel beauty start-up is testing an interactive digital swatch panel to boost in-store hair colour sales.
Madison Reed is deploying the OnQ Converge digital engagement platform, integrated with 46-inch Elo touchscreens, at four stores in Manhattan, Miami, Chicago and Boston. These solutions will allow the retailer to provide an intuitive experience for customers to narrow their choices, filtering by their desired hair colour, level of grey coverage and colour intensity.
Customers are able to answer a series of questions to arrive at an optimised colour, and then have the option to have the shade texted to their mobile phone. By either entering their mobile number of scanning a QR code, customers can receive full details about their chosen shades so they can take the digital sample home, and then complete their purchase.
Andrew Lande-Shannon, Madison Reed Senior Director of Store Experience, commented: “Helping someone discover their perfect shade is the most important interaction we have with our customers. Enhancing the process with the digital swath panel introduces a certain air of playfulness that makes the whole experience much more approachable and fun.”
