Digital retail unit launches for shoppers to try OPI before they buy

OPI has commissioned specialist design agency, Play, to create a digital retail unit so clients can try out OPI nail shades before they buy.

The free standing units have built-in augmented reality technology to help aid the decision-making process for customers and speed up the time it takes to pick a nail polish.

“Until now, there have been barriers for shoppers who want to physically try nail lacquer shades prior to purchase – in contrast to lipstick, foundation and eyeshadow shades which are readily available for in-store trial,” comments Mark Howell, creative director at Play. “When OPI tasked Play with the re-invention of its travel retail units to engage and excite customers, we rose to the challenge, drawing on our expertise with high-tech industry leading retail installations.”  

The OPI unit has been installed in over 400 global travel retail locations.

It enables shoppers not only to trial shades to see how they will appear on their own hands, but also to preview recommended complementary colours, access information on best-sellers and other products in the range, as well as receiving receive personalised shade recommendations through the ‘Style Me’ interactive feature.

“At Play, we understand the unique challenges of the travel retail space; brands have to work hard to attract and engage with customers in an increasingly short dwell time,” Mark continues.

“Almost every major airport in the world will have an OPI digital nail trial by 2019, but we’re not stopping there!”

“Exciting plans for the next phase of development include the addition of a social sharing functionality to drive brand advocacy for OPI, as well as developing the unit to be part of an omni-channel approach, creating and seamlessly linking shopper profiles and brand interactions both online and offline.

“Particularly in travel retail, the sky really is the limit!”  

www.play-retail.com