Wunderman Thompson: MAC Experience Centre

WPP Featured Work 0319 MAC-Experience v2

Wunderman Thompson: MAC Experience Centre

Reinventing the physical retail experience

MAC Cosmetics wanted to build on its success in ecommerce and create a best-in-class retail experience that leverages its rich online assets, influencer and educational content. Wunderman Thompson not only had to rethink the experience, but also had to increase retail conversion and basket size rates in their approach. 

Created by Wunderman Thompson Shanghai, the MAC Experience Centre was informed by six months of GenZ research that included focus groups, cognitive walkthroughs and exit interviews. The resultant space seamlessly blends product discovery, social engagement and purchase.

Upon entering the interactive MAC Experience Centre, digital totems greet customers and invite them to scan for a WeChat check-in, instantly displaying a personalised greeting. MAC’s WeChat mini-programme then acts as a passport for the entire store experience.

Wunderman Thompson created interactive experiences for MAC’s three key categories: lipstick, foundation and eye shadow. Touch screens and mobile experiences enabled consumers to interact with MAC products in a whole new way. In the lipstick section, for example, a virtual makeup mirror enabled consumers to try 18 different colours in 30 seconds.

The complete experience has been socialised, integrating social reviews, trends and influencers into the retail experience at each product station. The MAC Experience Centre has so far seen 4x sales uplift (double the expected conversion rate), 320% increase in GenZ traffic compared to a typical MAC Store and 350% increase in store visitation time. To further enhance customer engagement with the brand, the second floor contains an open platform space for masterclasses and events.

 

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