Touchscreens and Video Wall Towers at COTY Fume Scent Lounge Reinvent Retail for Millennials

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The COTY Fume Scent Lounge located at The Hudson’s Bay at the Yorkdale Shopping Centre in Toronto is a one-of-a-kind boutique that bridges the gap between online shopping and traditional brick-and-mortar stores. Through the use of touchscreen interfaces and 10 LCD video wall towers, ICON Media has helped design a unique space that helps redefine the way Millennials shop for fragrances.

Nominating Company: ICON Media Communications, Inc., Markham, Ontario
Venue: COTY Fume Scent Lounge, Toronto, Canada
Project: COTY Fume Scent Lounge
Category: Retail

BACKGROUND
The Coty Fume Scent Lounge, installed on October 31, 2017, is featured at one of Toronto’s busiest malls – Yorkdale Shopping Centre – and utilizes 10 LCD video wall towers that go along with two interactive touchscreen displays to create a one-of-a-kind shopping experience targeted towards Millennials. By combining the space’s aesthetics, along with the latest in innovation and digital signage, the Coty Fume Scent Lounge aims to leverage social media as a means to promote their space and the brands managed by Coty amongst the Millennial community. By incorporating the latest in touchscreen and RFID technology, ICON Media is helping bridge the gap between e-commerce and traditional brick-and-mortar stores. Through touchscreens, shoppers will be able to search for fragrances based on brand preferences, their personality and style and can even learn more about any of Coty’s scents using RFID tags on each of the fragrance inhalers.

CHALLENGES
One of the main challenges that ICON faced as they entered this project was implementing an interface that was applicable to a wide variety of shoppers (those who are shopping casually, knowledgeable shoppers, tech-savvy, or those who are simply there for the experience). We also had to consider an interface that was user-friendly and could accommodate a large number of users simultaneously. Lastly, it was important to come up with an innovative way to promote and differentiate each brand or fragrance and give shoppers a unique, personalized shopping experience.

SOLUTIONS
To appeal to a wide variety of people, we designed the touchscreen interface for three types of shoppers. Brand loyalists will be able to search for fragrances by brand. Casual shoppers can use the interface’s Fragrance Finder, which selects a particular brand based on personality or mood. Finally, for the curious shopper, users will be able to choose any inhaler and scan its RFID tag to learn more about that particular fragrance. To allow multiple people to use the space simultaneously, 4K touchscreen displays with more than 32 touchpoints per screen were implemented. Each screen was split into four quadrants, allowing for up to four users per screen. Finally, by implementing RFID tags with each inhaler and building
LED lights into the table, particular brands will light up on the table when selected to help the user identify their ideal scent.

Fume Scent Lounge pic

RESULTS
Coty was very pleased with the final aesthetics and functionality of the digital signage installed at the Coty Fume Scent Lounge. Since opening, the Coty Fume Scent Lounge has had a successful launch on social media, with many Millennial influencers doing feature posts at this unique space. Those at Hudson’s Bay and Yorkdale Shopping Centre have also seen an increase in traffic at the space following the launch party in the store. Lastly, the space received high praise and positive reviews in industry publications including Retail Insider, Toronto news outlets, and most importantly, in their target market and on various social media channels.

PROJECT PARTNERS
Dkstudio
Eventscape
Coty Canada
Hudson’s Bay Company

Fume Scent Lounge won a 2018 APEX Award in the Retail category.

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