Mirror, Mirror on the Wall…

A It’s pretty easy for a shopper to get distracted and abandon a virtual or physical shopping cart. Time constraints and uncertainty about product suitability often cause potential shoppers to wander away at the worst possible time—the point of purchase.

Sephora, a leading specialty retailer, has come up with a brilliant way to minimize distractions for customers who are considering the purchase of cosmetics. A new 3D augmented reality mirror by ModiFace simulates makeup products on customers’ faces in real-time, giving them a way to quickly “try on” different color shades without uploading photos or wiping off their existing makeup. ModiFace eliminates many of the hassles that might cause customers to leave a store without making a purchase.

Retailers and B2B marketers alike can learn from Sephora’s best practice. It is important to analyze each step of a prospect’s buying process, then isolate the factors that cause consumers to become sidetracked. Once these factors have been identified, look for ways to incorporate traditional media products (e.g., signage, catalogs, direct mail marketing, and even packaging) with digital content to eliminate distractions and answer key questions at just the right time.

If you can learn to view the world through your prospects’ eyes, you might just position your company as “the fairest of them all”!