Our challenge was to give shoppers the personalised and curated Aveda experience during busy shopping periods such as Christmas. With Aveda’s promotional stands placed in high footfall areas in shops such as Harrods and Selfridges, and only one or two Aveda specialists on hand; we wanted to create a digital product that kept interested shoppers ‘engaged and learning’ instead of ‘enraged and yearning’.
Aveda wanted to run a Christmas campaign with a smart gifting application that would suggest products to potential customers based on some simple criteria such as price and product category. This was initially intended to be a form, much like those already available for most of their beauty and hair care products.
To keep a shopper engaged in store during high footfall season, we instead suggested an application which allows the user to absorb themselves in the products, find out about their background and start to form an opinion of which products could make up the perfect gift.
Insights gained from in-store interactions with customers also provided a more engaging experience. Thinking about user’s needs in this period, along with Aveda’s goals, we pointed people to stores during open hours and the online store when the shops were closed, introducing complimentary product recommendations and telling Aveda’s story during the journey.
We built the application in a modular content managed way to allow Aveda to easily use the same application during other annual events such as Valentine’s Day and Mother’s Day.
The app had an average dwell time of 6 minutes during the Christmas campaign.