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The iPad Connection: How Clinique Succeeds With Mobile Self-Service

By Alicia Fiorletta, Associate Editor

As a die-hard beauty enthusiast, I get extreme joy out of hunting for the newest and most cutting-edge cosmetic lines and products. To ensure I get my hands on the best buys, I like to browse department stores and beauty counters at my leisure and discuss inventory with store associates. That’s why I really treasure the times when a department store is relatively empty.

But those of us working from nine to five know that that’s rarely the case. How many times have you gone to a counter and had to fight for a store associate’s attention? Have you ever left a store because you felt intimidated by the traffic and simply didn’t want to bother pushing your way through the crowd?

Best-in-class retailers recognize these issues and are tackling them head-on by embracing new technology, mostly with mobile devices. Some merchants are enhancing the in-store experience by arming store associates with tablets and smartphones to help guide shoppers along the browsing and buying journey. Others, however, are using mobile devices to aid in self-service, which not only helps create a more engaging experience, but also alleviates the need for more store associates during peak traffic times.

I had the chance to experience the benefits of in-store mobile technology first-hand at a Clinique counter at my local Macy’s. Although the product experts on duty were busy with other customers, I still had the opportunity to get in-depth product guidance via the Clinique Apple iPad Skin Care Diagnostic. Initially rolled out during February 2011, the offering was designed to allow consumers to get a customized skin care regimen and product recommendations based on their unique skin type.

“Today’s consumer has more tools and devices than ever before to communicate, connect and learn. From the explosion of smartphones to Google to Facebook, our consumers are looking beyond a one-dimensional experience,” said Ricardo Quintero, SVP and Global General Manager of Market Development at Clinique, in a press release. “We feel it is the perfect time to introduce the Apple iPad customized to the Clinique experience.”

At the counter, signage touted the slogan: “90 seconds to great skin.” This was something I had to see for myself. As I tapped and slid my fingers across the fixed iPad station, I was guided through a variety of questions diving deep into my skin type, history and most importantly, what I wanted to improve about my complexion.

I read each question intently and considered each response: Was my skin more oily or dry? Was my hometown more urban or country? How much time a week did I spend outside? Some of the questions were so in-depth and detailed that I had to ponder my responses for at least a minute.

At the end of my digital journey, I was rewarded with a personalized daily skin care routine that featured a variety of products such as cleanser, toner and moisturizer, as well as an extra product or two to help improve the radiance of my skin. I was educated and prepared to make a purchase, and didn’t need any additional help from a store associate. Moreover, I was able to print out my final roster of products, which allowed me to either complete a purchase immediately, or save the sheet for future reference.

Brick-and-mortar brand experiences such as this help confirm the value mobile devices can bring to personalizing the in-store shopping experience. Sure, it may have taken a little longer than 90 seconds, but it was well worth the wait!

Follow Alicia on Twitter: @AliciaFiorletta