How Boddess uses AR/VR technologies to improve the customer experience
With the onset of the pandemic, the world is changing faster than we can imagine. Safety has become a major concern for all consumers and things planned for the future are happening very soon. Consumers are now attracted to the brand they can trust when making a purchase. Therefore, brands have started to continuously evolve to keep up with changing consumer expectations. One such brand that recently entered the offline retail market is Boddess.
The Indian beauty and personal care market is growing undeterred at $26.07 billion, based on 2022 figures. The market is expected to boom 4.64% annually (CAGR 2022-2025). Boddess plans to take a large market share in this market.
Boddess is present through a e-commerce platform and app with enhanced user experience and strong loyalty program with large fanbases.
“Our platform is reaching 15,000 PINs and is expected to be served across India by the end of this year,” said Ritika Sharma, founder and CEO of Boddess.
The brand began its online digital business during the pandemic and launched its flagship product in December 2021. Boddess Beauty’s first flagship store is located in the Ambience shopping center, with lounges and experience areas in its store.
Its flagship store is an experience and service-based concept with a hair, nail and brow bar and smart mirrors with AI tools offering a true omnichannel experience with physical and digital integration, to help guide its clients in what works for them in the makeup and skincare space.
“We are now on track to open 10 more stores next year, followed by further retail expansion in different formats in a coordinated and sequenced manner,” she added.
Boddess has a diverse portfolio of over 150 brands. Some of the brands include Kora Organics, Korean Luxury Skincare brand Sulwhasoo, Laneige, Innisfree, Natural Skincare brand; Caudalie, the Cult Makeup brand; Anastasia Beverly Hills, Cruelty-Free & Vegan skin and body care brand; The Body Shop, a luxury hair care brand; Kevin Murphy and Olaplex. High-end brands like Issey Miyake, Carolina Herrera, Mont Blanc, Paco Rabanne, Burberry, Givenchy, Salvatore Ferragamo, etc. are also part of the assortment. Organic health pioneer Neal’s Yard Remedies, a British luxury skincare brand, Juice Beauty and an international brand Farm to Beauty also recently made their first debut in India through the Boddess Store. The Boddess store is also home to a plethora of well-known local D2C brands like Minimalist, Dot & Key and The Man Company.
“We expect to hit a mark of 200 marks by the end of this year,” Sharma said.
The brand’s target market ranges from consumers who are advanced and innovative in their beauty journey to consumers who play in both mass and high-end segments, follow the latest trends, are not necessarily technologically advanced but want the latest SKUs, be it Anastasia Beverly Hills or L’ L’Oreal.
“Our millennials and GenXers are also large categories of audience who are well-networked, big spenders versus the latter who are more price-conscious and value-driven,” she added.
Boddess’ grooming category is a major part of its portfolio with brands like The Man Company, Mcaffeine, Bombay Shaving Company, and more.
The company’s cutting-edge technology
Beauty and technology have come together in a way that involves digitalization at the heart of the creation, manufacturing and distribution of beauty products, including the design of the “hybrid ecosystem” with the metaverse. “Beauty-tech” has been widely adopted and practiced.
The increasing importance of technology in every industry is known. Responding to such a request, Boddess has invested in the ML-powered AR/VR technology stack and introduced the “Boddess Virtual Pro”, which provides consumers with access to virtual skin analyzer and virtual makeup tool. This helps consumers navigate solutions and find recommendations for themselves while staying in the safety of their home.
With the help of a makeup trial, her clients can find a true match for foundation shades, lipsticks, and more. Supported by consumer datasets, machine learning and augmented reality tools, the Boddess Virtual Pro helps diagnose skin issues experienced by multiple consumers on their cell phones and provides skin care regimens accordingly. tailor-made for users. The very idea of AR/VR is used by users for engagement as well as conversion as it becomes more prevalent in the current scenario.
“Another area we’re starting to look at is the evolution of our personalization and communication efforts; how we can leverage data and insights to further evolve our customer experience, understand customer behavior and predict where our consumers are going,” said Sharma.
READ MORE: Beauty trends are changing to meet the needs of the conscious consumer
Deploy in-store technology
Known for being a tech-driven beauty brand, it was clear that Boddess’ flagship store would not just integrate all of the digital touchpoints available on its online retail platform, but it would also go a little further. Some of the technologies deployed in-store include:
- magic mirror technology: Powered by machine learning technology, magic mirrors installed in the store allow consumers to have a virtual, contactless skin diagnosis and access a tailored skincare regimen. The Magic Mirror display also replaces their advanced makeup trial feature which allows consumers to scroll and browse through a wide range of beauty products and find the perfect shades that they can try on virtually.
- Click and Collect Feature: To complete a seamless and technologically interactive shopping experience, the brand has added a click and collect in-store functionality where the customer can purchase or order products from the website and collect them in-store.
- Interactive app: At the store, the interactive APP allows customers to digitally browse, browse product catalogs and place orders. The integrated application visible on the screen further informs the user of events and happenings, new and exclusive product launches, latest promotions and trends.
- QR codes: Boddess has also placed QR codes throughout the store on top-selling products to allow customers to scan and explore the products online.
“From magic mirrors that function as a skin analyzer and makeup try-on, to interactive screens and experiential zones, to multiple strategically positioned touchpoints, the brand prides itself on providing customers with a seamless digital and physical experience,” said she concluded.