South Korea’s beauty conglomerate, Amorepacific, is transforming its online stores network to create new experiential marketing to adapt to the ‘new normal’.
The new approach will see the offline retail spaces take on an added role as an experience platform where customers can shop and experience new services and contents at the same time.
The move comes as businesses in South Korea are slowly adapting to the new normal as the country is undergoing the recovery phase. Despite the fall of foot traffic, physical outlets still remain playing an important role in the retail industry. Amorepacific sees that to attract new customers while strengthening brand loyalty, the group needs to create synergy between online and offline environments in creative ways.
“We know that consumer needs are changing and it’s time for us to embrace new and creative ways to approach them,” said Suh Kyung-bae, chairman & CEO of Amorepacific Group.
Last year, the beauty retailer introduced the country’s first refill station at Amore Store Gwanggyo, enabling sustainability-passionated customers to buy products without the use of plastic packaging. Meanwhile, in Amore Seongsu, the brand launched Based Picker which allows customers to customise their foundation and cushion products.
Other Amorepacific’s experiential retail spaces and services include Iope Lab in Seoul’s Myeongdong shopping district, ‘BathBot’ service at Amore Gwanggyo, and Facefit by Aritaum at Times Square Mall.
Amorepacific’s new approach resembles AS Watson’s retail strategy ‘Online plus Offline’ announced earlier this year as ‘the new standard for retail’.