MAC Cosmetics has opened an experience center in Shanghai to provide an omnichannel shop for its customers.
After entering the centre, digital totems greet customers and invite them to scan for a check-in, using MAC’s WeChat mini-program. Customers will then be greeted with a personalized greeting and use WeChat in the store.
In the lipstick section, customers can try the latest shades via a virtual makeup mirror, letting them sample 18 lipstick colors in 30 seconds. In the eye shadow section, customers can choose from six influencer-created palettes and then tailor them to their own tastes.
Customers then scan the touchscreen with WeChat to pay and pick up a custom 3D printed eye shadow palette. The foundation section uses an infrared touch screen interface to create a shade match to the customer’s complexion.
On the second floor, there is an open platform space for master classes and influencer events, letting influencers create their own events and content.
In the store, consumers can scan barcodes to purchase items and make payments, all via the app. The app also enables users to order fresh food – including live seafood – to be cooked and eaten in-store.