Target makes beauty shopping a bit easier

Target is focused on making beauty shopping easier given it offers more than 1,000 beauty brands.

It's taking a three-pronged approach to make product exploration and discovery easy that blends physical and digital to drive shopping convenience, according to a company blog post.

"When it comes to shopping beauty, our guests love to explore," said Christina Hennington, senior vice president of beauty and essentials, in the post. "With the introduction of these new initiatives, which blend physical and digital to create an enhanced experience, we're giving Target's guests even more convenient options to find the perfect beauty items for their unique needs."

Target beauty buyers, courtesy of a pilot test, can virtually try on everything from lip stick to blusher to false eyelashes in an augmented reality experience called Target Beauty Studio at the retailer's website. It was created in partnership with Perfect Corp.'s YouCam Makeup

The AR experience is available in 10 select stores and Target expects to roll out the feature in more stores this year.

Target is also prepping a "beauty chat" in which beauty concierges (in-store beauty experts) can help shoppers seeking specific products or needing assistance in choosing a product. A chat icon will appear onsite, once live, and provide real-time customer support.

The third prong will be a text-to-get beauty service in which shoppers can text "beautychat" to 827492 to get insight from a concierge support person.

Topics: Assisted Selling, Customer Experience, Customer Service, Department Stores, Digital Merchandising, In-Store Media, Marketing, Omnichannel / Multichannel, Online Retailing, Retail - General, Shopper Marketing, Technology

Companies: Target

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