11.02.18
Henkel Beauty Care's new Choicify mobile consultation program makes it easier for consumers to find the right hair color at the point of sale. Billed as a 10-second hair color finder, Choicify can be used directly at the hair coloration shelf on any smartphone using a QR code or a NFC chip reader (Near Field Communication for contactless data exchange). The program is in test in Germany and is even compatible with other hair care brands.
The wide range of hair colors on display in the drugstore can quickly leave customers confused, according to Henkel, and it's not always immediately obvious which product will attain the desired color, or even how the colors differ.
"Our aim was to deliver a simple & easy to use mobile solution that aids consumers to find the right brand or shade at the point of sale without them having to download an app," said Dr. Nils Daecke, corporate VP-digital marketing international."
"Our aim was to deliver a simple & easy to use mobile solution that aids consumers to find the right brand or shade at the point of sale without them having to download an app," said Dr. Nils Daecke, corporate VP-digital marketing international."
To help customers choose the right product, Henkel Beauty Care has developed the color consultation program, Choicify. Customers can use the web-based consultation right before their purchase in the market. They can easily open the program on their smartphone by scanning the QR code or using the NFC chip. With just a few taps to establish the customer's current hair color as well as their desired new color, the program suggests the perfect choice for them.
"With the launch of Choicify, we are redefining the way how consumers discover their bespoke product which best fits their needs," says Tilak Thiagarajan, head of digital content platforms international at Henkel Beauty Care. "At the same time, we are accelerating our data-driven innovation and marketing process based on the insights we gain from the point of sales."
"With the launch of Choicify, we are redefining the way how consumers discover their bespoke product which best fits their needs," says Tilak Thiagarajan, head of digital content platforms international at Henkel Beauty Care. "At the same time, we are accelerating our data-driven innovation and marketing process based on the insights we gain from the point of sales."
According to Dr. Georg Knübel, director new technologies at Henkel Beauty Care, the quality of the product recommendation is ensured through the combination of advanced big data algorithms for color prediction and through colorimetric measurements. Henkel Beauty Care guides customers through the jungle of hair color choices and helps them to avoid buying the wrong color product.
Henkel said the idea was created in a workshop on how to create new business models on digital services for the future.
Henkel said the idea was created in a workshop on how to create new business models on digital services for the future.
