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The Marble store will feature an array of physical and digital elements and areas, including consultation pods and interactive counters. It will be sectioned into several areas for the consumer to work their way through in order to fully experience the Marble concept. The consumer will begin at the consultation pod, a private space within the store that houses individual ‘pods’; each pod will be kitted out with touchscreen technology and a user-friendly interface that guides the consumer through a start-up phase. Here they will create an account and answer questions that will provide Marble with necessary information so that they can guide the consumer directly to certain products and services. The pods provide a solution to any insecurities that the consumer may have regarding publically interacting with technology, and to take away time pressure, this is re-visitable at any time. For those who feel that the privacy of a pod is not enough can complete at home from the comfort of your own computer or smartphone via the Marble website or App; both of which will have been available prior to the store opening. A recent VM Inspiration Trend Report from WGSN challenges retailers to “think about age-related health issues such as failing eyesight and consider that poor lighting and small ticketing or navigational signage may be deterrents for this consumer base” (WGSN. 2015b); addressing these issue is fundamental to creating a positive store environment for the older consumer. One of the ways Marble will achieve this is via the use of QR codes. The WGSN report also suggests brands “think about interests they may have which are usually written off as youth concerns (such as music), and consider creating coffee shop spaces or bars to encourage them to dwell” (WGSN. 2015b). As mentioned within the launch event, music will be used as one of the ways they encourage a nostalgic atmosphere; this is something that can be continued over the store as a whole. Marble will also take on the idea of creating a space for the consumer to ‘dwell’; this will be taken on in the form of a beauty bar. The ‘Marble Bar’ will include wireless charging technology, provided by the company ‘AirCharge’, who install wireless charging points in all sorts of venues, which benefits both the customer and the brand who can receive various data and information from these devices. Offering these charge points, as well as free in-store Wi-Fi via the brand’s app, will make it quick and easy for customers to not just visit the store, but plug into the store for the ultimate in interactive shopping experiences. The store plays a critical part in the consumer journey; in terms of the consumer loyalty loop, this is where the consumer will buy. Consequently, the store needs to be approachable, informative and, most of all, persuasive. 90
THE STORE [Fig 79] Store Mockup (2016). [Fig 80] Clinique Pods (2014). [Fig 81] Loyalty Loop (2015). 91
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MARBLE A PERSONALISED BEAUTY PLATFO
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PART TWO: This is Marble Page 60 -
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[Fig 3] Black and White Marble (201
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INTRODUCTION The retail landscape i
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THE STRENGTH OF ONLINE RETAIL 15
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“Even by 2019 the majority of ret
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eleased Prime Music (Gayles, C. 201
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THE RELEVANCE OF IN-STORE EXPERIENC
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The digital age has also spawned a
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[Fig 25] Topshop x Inition (2014).
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THE RISE OF HYPER- PERSONALISATION
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Those that identified the personali
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NEW AND EMERGING TECHNOLOGIES 31
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“creatives are becoming secondar
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THE INVISIBLE CONSUMER 35
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Many of today’s consumers are con
Page 39 and 40: As demonstrated below, the cosmetic
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Page 43 and 44: A new personalised beauty platform
Page 45 and 46: THE LADY THAT LUNCHES 45
Page 47 and 48: THE INNOCENT [Fig 45] Innocent (201
Page 49 and 50: “Nearly a third (31%) of younger
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Page 63 and 64: THE BRANDING 63
Page 65 and 66: [Fig 55] Logo (2016). [Fig 56] Mood
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Page 69 and 70: DAY-IN-THE-LIFE For data and inform
Page 71 and 72: THE M A R K E T I N G TIMELINE 71
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Page 77 and 78: FACEBOOK LAUNCH [Fig 63] Facebook M
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Page 83 and 84: WEBSITE [Fig 72] Website Mockup 3 (
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Page 99 and 100: 4TH YEAR Mainstream TV and radio ad
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Page 105 and 106: 12th Jan 2016. Inition. (2014). Vir
Page 107 and 108: Woods, A. (2012). Revolution: Hyper
Page 109 and 110: [Fig 14] Amazon Book Store (2015).
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Page 113 and 114: shop]. Part Three Divider [Fig 85]
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Page 119 and 120: Bryant, K. (2015). NYX Cosmetics La
Page 121 and 122: www.psfk.com/2016/03/acmi-australia
Page 123 and 124: Kleiman, R. (2016). McDonald’s Tr
Page 125 and 126: Puri, R. (2014). How mobile is brid
Page 127 and 128: Wainwright, O. (2015). Lift-off! My
Page 129 and 130: page/1. Last accessed 11th Apr 2016
Page 131 and 132: TELEVISION PROGRAMS, FILMS AND DOCU
Page 133 and 134: WEBSITES Apple UK. http://www.apple
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