Building on MAC's Success in eCommerce

MAC Cosmetics approached Wunderman Thompson Commerce to build on its success in eCommerce, and create a best-in-class retail experience that leverages its rich online assets, influencer, and educational content. In order to achieve this, Wunderman Thompson Commerce not only had to rethink the experience, but also increase retail conversion and basket size rates.

Wunderman Thompson Commerce was also tasked with encouraging Chinese customers to expand their colour palette, as MAC realised that, despite their huge colour range, Chinese women tend to use 3 or 4 colours.

Wunderman Thompson Commerce opened the first MAC Experience Centre in Shanghai, built from 6 months of research that included focus groups, cognitive walkthroughs, and exit interviews. We created an interactive experience amongst MAC's 3 key categories: lipstick, foundation, and eye shadow. Interactive touch-screens and mobile experiences enabled consumers to interact with MAC products in a whole new way. In the lipstick section, for example, a virtual makeup mirror enabled customers to try 18 different colours in 30 seconds. Everything was connected via WeChat, linking MAC's mini-programme into the store's interactive elements.

We also created the entire Tmall user experience, and created a socially-driven "colour inspiration" campaign, positioning MAC as the lipstick brand to help Chinese women break out of their colour limitations. We also removed the text-based colour selections in favour of real colour swatches, creating a customised, colourful user interface that enabled the consumer to experience as close to the real shade as possible.

The Retail Experience Center resulted in a 4x sales increase (double the expected conversion rate); a 320% increase in GenZ traffic compared to a typical MAC store; and a 350% increase in store visitation time.

We also increased MAC's lipstick basket size by 2.8 times compared to the category average. Sales of the new platform surpassed previous sales records held on Double 11. Our MAC colour swatch selection platform became the standard for all Tmall cosmetics platforms.

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