L'Oréal Paris tests mobile shopping initiative at NYC Walgreens, Duane Reade stores
ATLANTA — Pretty in my Pocket, a mobile social beauty shopping and sharing platform, has partnered with Sparkfly, a mobile point-of-sale redemption technology platform, to launch, deliver and track closed loop, in-store mobile promotions. Signing on as the first brand partner to test the technology at Walgreens and Duane Reade locations throughout New York City is beauty giant L’Oréal Paris.
L’Oréal Paris is offering “Perks,” PRIMP’s discount and incentivizing program, to consumers who use PRIMP’s mobile app at Walgreens and Duane Reade stores in Manhattan. PRIMP’s mobile app helps buyers make choices by providing relevant product information from a network of friends and experts. By scanning or searching for a product, PRIMP users receive item-specific information including how-to videos, reviews, color swatches or a look for select L’Oréal Paris products, and “Perks” that can be redeemed at check out.
“We are excited and honored to collaborate with L’Oréal Paris, a leader in the beauty market. The vast selection of cosmetic and beauty products overwhelms consumers and often leads to purchase abandonment. PRIMP is utilizing mobile to influence the consumer in a relevant, timely and convenient way while adding value to the consumer experience by providing a valuable shopping tool. PRIMP allows brands and retailers to track sales online and offline. There is no better tool than mobile to bridge the gap between online research and in-store purchase,” stated Pretty in my Pocket founder and CEO Caroline Van Sickle.
PRIMP tracks the consumer decision journey from product consideration to purchase, by linking a community of friends, shoppers and experts to build product engagement and social sharing of specific products. With this capability, the community creates recommendations based on user-generated content, enhancing word of mouth and awareness. PRIMP aims to generate sales and increase the average order value of transactions through product recommendations, information and “Perks.”
Sparkfly’s technology enables secure real-time validation and redemption of coupons and offers through integration with in-store point-of-sale systems, Sparkfly’s technology tracks the entire ecosystem of an item-specific digital promotion from the moment that promotion is distributed, all the way to its redemption at the point-of-sale.
“L’Oréal Paris is leading the digital revolution in beauty and is committed to understanding how mobile technology can drive in-store conversion,” stated Kelly Solomon, L’Oréal Paris USA VP of eCommerce and Multichannel. “This innovative new partnership with PRIMP and Sparkfly allows for deeper engagement with the Walgreens and Duane Reade customer, ultimately, to offer her a more personalized shopping experience.”