Lancôme is pioneering an immersive retail experience with the opening of a new virtual pop-up shop in the UK.
The store is an interactive ecommerce experience, complete with 3D products and customised displays. Shoppers can virtually walk through the site – which is designed to mimic a bricks-and-mortar space – and add to their basket as they go.
Noam Levavi, chief executive office and co-founder of ByondXR says: “We are thrilled to again be partnering with Lancôme to launch the UK store, the latest in their global campaign with more on the way.”
First launched in Australia during February 2021, the technology-driven pop-up was created in partnership with ByondXR in an attempt to engage new and existing customers.
He adds: “With Lancôme trailblazing an exciting new path in ecommerce innovation, consumers around the world will benefit from deeper and more engaging interactions with the brands they love.”
Unlike traditional online shops, visitors can also participate in games to unlock promotional offers, as well as engage with beauty influencers and gain professional skin care advice in one-to-one sessions.
“We are thrilled that our UK Génifique pop-up store is now live after having seen tremendous success in our previous launches using the ByondXR platform,” says Françoise Lehmann, Lancôme global brand president. “With younger customers increasingly looking for an enriched and personalized experience, the virtual stores are a perfect way to engage and deepen connections with new and existing audiences, empowering them to discover our products in an exciting new way, and setting Lancôme apart from its traditional ecommerce competition.”
Lancôme is one of a number of brands embracing technology to create more personalised customer experiences. Schuh, MAC and Lego have all experimented with new ways of merging digital and physical to build more memorable instore experiences.
Lancôme’s UK virtual pop-up will be open for a limited time.