Superdrug notches up a Roblox first at 60: RTIH pulls together this week's coolest retail technology plays
RTIH Editor, Scott Thompson, brings you his top ‘future of retail’ systems launches and deployments from the past week, including Amazon, Grubhub, EE, L’Occitane en Provence, Emperia, Balenciaga, and Tastemade.
Amazon and Grubhub
Amazon customers in the US can now order from hundreds of thousands of restaurants in all 50 states with Grubhub directly on Amazon.com and in the Amazon Shopping app.
Additionally, as long as a customer remains a Prime member, they can enjoy a free ongoing Grubhub+ membership worth $120 a year, without automatically renewing into a paid membership.
Grubhub+ includes $0 delivery fees on eligible orders over $12, lower service fees, 5% credit back on pick-up orders, and exclusive offers.
“Whether it's saving money on your favourite takeout with Grubhub+, exclusive deals on Prime Day, prescription savings with RxPass, entertainment with Prime Video, or free shipping on more than 300 million items including tens of millions of products available with same-day or one-day delivery, Prime keeps getting better for members,” says Jamil Ghani, Vice President at Amazon Prime.
“We know Prime members value savings on food delivery, so we are extending the $0 delivery fees and exclusive savings with Grubhub+ for Prime members, and now customers can enjoy easy access to Grubhub from the Amazon store and app.”
Superdrug
Superdrug says it has become the first health and beauty retailer to launch in Roblox, with its new Superdrug Obby obstacle game going live this week to celebrate its 60th birthday.
This is available to play for a limited time and will be made up of three games themed around some of Superdrug’s own brand ranges, ProCare, Fruity and Solait.
Exclusive obbies will see players battle spinning electric toothbrushes, bounce across ProCare toothpaste tubes and fly across floss highwire, before moving onto the Fruity game.
The latter will challenge players with fruity shaped obstacles before they go onto vote for their favourite Fruity flavour. The final game is a Solait summer and travel themed obstacle game which quizzes players on their suncare knowledge.
On completing all three games, users will enter a virtual Superdrug store, where the 60th birthday celebrations will begin.
Players can explore the concept store, listen to the in-store DJ and get the chance to win Superdrug branded UGCs to dress their avatar.
Those who complete all games will receive a code to redeem a free Fruity shower gel of their choice in any Superdrug store nationwide.
EE
EE is introducing a new cloud-based PoS solution from Aptos in its retail stores. The aim is to enhance customer engagement capabilities and reduce the IT infrastructure footprint in each store.
Following a six week pilot across 15 locations, the software is being rolled out to EE’s more than 400 stores across the UK.
As part of the IT refresh across its retail estate, EE has upgraded to a newer version of Aptos’ PoS solution, delivered via SaaS, which will run on mobile devices that its employees can use throughout the store.
They will be able to complete all sales, service and operational processes from a single device, instead of multiple devices for different tasks.
EE has also removed fixed tills from each of its stores, allowing staff to have more personal conversations with shoppers, while also helping to reduce any potential congestion and queues.
Tastemade
Tastemade is launching a new shoppable TV experience for its US audience, powered by ShopSense AI.
This made its debut on Tuesday night with Tastemade’s new original series, Kitchen Glow Up, hosted by Ellen Marie Bennett, Founder and Chief Brand Officer at Hedley & Bennett, with viewers able to shop items for their kitchens, pantries, and cooking spaces in real-time from every episode.
“As innovators in shoppable streaming, Shopsense AI provides Tastemade the opportunity to create interactive experiences that redefine the way our audience engages with our programming,” says Evan Bregman, General Manager, Streaming at Tastemade.
“Shopping plays a vital role in transforming our viewers into doers, and brings us closer to our audience in ways that fill their lives with great taste. We’re looking forward to seeing how audiences and brands can interact on this unique platform.”
Amazon
This is a partnership with EIT Climate-KIC, a Europeans climate innovation agency, and innovation strategy consultants Founders Intelligence, part of Accenture.
The 15 startups from across Europe will benefit from a four-week programme featuring expert led workshops, specialised mentorship, a tailored curriculum and access to a network of entrepreneurs in the sustainability sector.
This year, for the first time, they also have the opportunity to pitch their technology for a trial in Amazon’s European operations, opening doors to future partnerships and Europe wide implementation, earning them up to £2 million each.
The companies span a range of geographies and demographics, headquartered across 10 countries and together employing more than 600 people.
From tackling issues arising from fast fashion, to reusable packaging and AI, they are focused on scaling their business in one of three categories: circular economy, energy in buildings, and packaging.
L’Occitane en Provence
L’Occitane en Provence is launching a new virtual experience, The L’Occitane Greenhouse, spotlighting the brand’s range of summer fragrances, drawing inspiration from the Provence region.
A collaborative effort with Emperia, this highlights offerings for both men and women, including the scents of Neroli and Orchidée, the 86 Collection and Cedrat.
Placed in a greenhouse, amidst the summer fields of Provence, the virtual world is comprised of three rooms; Main hall which features the brand’s women collections, on its rose, cherry blossom and lavenders scents; a woodsy Men Collection room, in a forest like atmosphere; and a Middle East Oasis, a regional lounge like room, featuring local scents including Ambre and the 86 Scents collection.
“Our new virtual experience is dedicated to L’Occitane’s world of natural fragrance creations, inviting guests to immerse themselves in a sensory journey of Provence through exquisite fragrances and exploration, while learning about the brand’s deep roots in the region” says Mariana Rodrigues, Marketing Director at L’Occitane Middle East.
Balenciaga
A new collaboration between Spanish luxury fashion line Balenciaga and French composer and musician BFRND focuses on the significance of music to the former’s universe.
As part of the 360° Balenciaga Music | BFRND Series, an original 8-bit video game featuring BFRND (who has produced original soundtracks for every Balenciaga presentation since 2017) as the main character has been created.
The game places players in various Balenciaga show sets, involving each runway’s respective soundtracks.
The first three levels are accessible to anyone via a dedicated mini-site, WeChat, or on a touchscreen at the Balenciaga Paris flagship on avenue Montaigne.
A fourth bonus level is only accessible via a NFC (Near Field Communication) chip embedded in Balenciaga Music | BFRND merchandise.
Selfridges
Selfridges has wrapped a 12-month renovation programme involving the Beauty Hall part of its Oxford Street, London store.
In a LinkedIn post, David LEGRAND, Lifestyle Director at Selfridges, said: “It is with immense pride and satisfaction that I officially announce the completion of the beating heart of our London store: the culmination of a 12-month Beauty Hall renovation programme.”
“Our new architecture is game-changing, prioritising sight lines for clear views, better navigation, and enhanced accessibility. We’ve also installed a state-of-the-art LED lighting system designed for optimal shade matching and colour consultations.”
Each brand has crafted new, sustainably made counters, featuring dedicated spaces for large format digital totems.
The Beauty Spot, meanwhile, is Selfridges’ newest destination for the world’s most creative and experimental retail concepts. This is launching with an exclusive residency from REFY.
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