CHINA. cdf Macau Grand Lisboa Palace Store (cdf GLP Store), the flagship store opened by China Duty Free Group (CDFG) in Macau last December, has unveiled an innovative Virtual Reality (VR) store and an Augmented Reality (AR) try-on programme in the cdf GLP eShop.
A complete customer journey is being created from the ‘play-try’ to the check-out stage.
CDFG said that it has been experimenting with various digital initiatives to transform its traditional retail business since 2020 when the pandemic began.
cdf GLP Store is one of the travel retailer’s flagship stores for trying out Smart Retail, in this case through deploying a new VR technique. Customers can get a bird’s-eye view of the store with its 2D and 3D views, as well as the introduction of various brands’ histories and other product features.
Shoppers can easily browse the location and get directions to the various brand boutiques, where they will find over 100 brands from which to select on-trend and best-selling products.
Through cdf GLP Store’s AR Makeup Try-On programme, customers can test out individual brand lipsticks, eyeshadows and eye makeup in addition to an entire beauty look collection.
Estée Lauder and Nars are just two of the top brands featured. This ‘one-stop, try-on’ technique not only saves customers’ time from trying out products one by one, but also provides an instant makeup look, CDFG said. The platform offers a wide selection of AR looks from daily makeup to work-appropriate beauty and finding a look to match a dress for a special event .
Customers can add their favourite looks into the shopping basket and check out.
The AR Try-On programme at the cdf GLP store is also available for watches. The proposition is specifically designed for customers’ pre-trip planning as they can try out the watch on their wrist. The 3D Try-On allows customers to view all details from distance to close ups. If they like the watch, they can add it to the shopping cart for pre-order and make an appointment to check-out in the store when they arrive in Macau.
CDFG said: “The pandemic has changed consumers’ shopping behaviour significantly in the past two years. The application of digital technology has played an important role in zero/reduced personal contact environment, and it will grow continually even after the outbreak.
“As a customer-oriented company, CDFG will keep innovating the new model of retail business by exploring digital transformation within the duty free industry. This is a key retail initiative to strengthen the must-have O2O engagement with customers in this ever-changing world.”
To provide this new digital shopping experience to worldwide travellers, customers can download and access the cdf GLP eShop programme through multiple platforms, including We Chat, iOS, Google Play, and the Huawei App Gallery.
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