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On Our Radar: You Look Fabulous

Hair care brand Madison Reed debuts interactive color selection experience

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Hair care brand Madison Reed (San Francisco) debuted a new interactive experience at four of its locations – New York, Miami, Chicago and Boston – designed to help shoppers choose their perfect hair color. Two of those stores feature the brand’s full-service Color Bar, while two are retail-only locations.

“Helping someone discover their perfect shade is the most important interaction we have with our customers. Enhancing the process with the digital swatch panel introduces a certain air of playfulness that makes the whole experience much more approachable and fun,” says Andrew Lande-Shannon, Senior Director of Store Experience, Madison Reed.

The digital experience, powered by an interactive digital swatch panel developed by OnQ, has led to significantly increased engagement across all four stores. It features a 46-inch touchscreen by Elo integrated with OnQ’s Converge digital engagement platform. Because Madison Reed offers nearly 50 colors for customers to choose from, the goal was to create an intuitive experience that allows shoppers to easily narrow their choices.

Once the ideal shade is identified, it’s texted to the shopper’s mobile device where they can continue to explore options online.

Jennifer Acevedo is the editor-in-chief and associate publisher of VMSD magazine.

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