Since leading retail designers Michael Sheridan & Company Limited installed the new Lab Series counter in Selfridges, Oxford Street in January 2006, retail sales have rocketed by over 400%.
Interactive technology is a major feature of the new counter build and is now being rolled out to other Lab Series sites across the UK, including Harrods Body Zone, Fraser's Glasgow and Fenwicks Newcastle.
Tony Measom, General Manager for Aramis and Designer Fragrances, comments: "Technology is no substitute for good customer service delivered by an enthusiastic and knowledgeable consultant. However we find that men in particular appreciate and enjoy learning about our products using this system."
He adds: "We believe that interaction is key. Whilst female customers have long enjoyed the benefits of sophisticated tester units for both skincare and make-up, male consumers have been searching for a programme that can allow them to learn about and try product, either on their own, or with the assistance of a Grooming Advisor."
Seated on bar stools at the Lab Series counter, male consumers are given a choice of four product plates displaying products from four groups -Clean, Shave, Treat and Hair/Body. Each group has a dedicated screen associated with it, which plays a Lab Series promotional video until a product is picked up. The screen then switches to a movie displaying product information relating to the product selected. This acts as a useful aid to the consultant when explaining a product or can be used to give customers product information in the absence of a free consultant during busy periods.
Each time a product is selected from the interactive tester bar, valuable information is collected on the level of customer interest generated in each product. This can then be correlated to actual sales information to show how much interest in a particular product was turned into sales. MSCL is in the process of patenting this new technology.