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Summary: The Nike App connects online and offline shopping by allowing users to browse products, check store availability, and collect rewards in one place. It use data analytics and AI to provide personalised recommendations and offers based on customer preferences. The app also link with in-store experiences, such as scanning items for more information or reserving product to try on.

Impact: The Nike App has changed how customers interact with the brand by creating a seamless and personalised omnichannel journey. It increases customer loyalty, encourages repeat purchases, and gives Nike valuable data for improving future products and marketing strategies. This digital innovation sets Nike apart from competitors in the global sportswear market.

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fig - 1.1 (boAt Strategical promotion to accepting consumer) (Source - BoAt socials)

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Nowadays, consumers in the audio market have shifted from traditional to digital, data-driven technologies. This shift encourages greater collaboration and networking, particularly within the context of omnichannel strategies.

While including technology, boAt plays a very vital role towards consumer awareness and customer journey

1. boAt uses technology to make people more aware of its products and improve their overall experience.

2. The brand runs quick surveys to get feedback from customers faster.

3. boAt studies customer data to understand what people like and what they need.

4. It uses social media and digital marketing to connect with customers and build a community.

5. The company makes sure customers get a smooth experience whether they shop online or in stores.

6. boAt keeps coming up with new designs and features to stay trendy and useful.

7. It also works with influencers and other tech brands to reach more people and build trust.

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The option to get an experience through different fields: virtual reality, artificial intelligence, smart devices, physical stores etc ( Hollebeek et., 2019)

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AR Try-On technology (Nike Fit) allows customer to vitually try on shoes using smartphone camera. The system uses AI and Computer vision to scan the user's feet, create 3D model, and recommend the most accurate shoe size for each style.

IMPACT

enhanced customer experience

increated personalization

promote sustainability (less returns, less waste)

DRAWBACKS

potential inaccuracies scan

high development cost

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Charlotte Tilbury: Digital Technology & Omnichannel Innovation

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Charlotte Tilbury: Digital Technology & Omnichannel Innovation

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Why digitalisation disrupted the beauty sector

-Traditionally, beauty sales relied heavily on in-store consultations and testing.

-The rise of e-commerce and COVID-19 made physical trials difficult, pushing brands to adopt digital, data-driven, and interactive tools.

-These technologies allow customers to experience and learn about products anytime, anywhere, integrating physical and digital channels.

Technologies in action at Charlotte Tilbury

1)AI Foundation Finder

-Uses artificial intelligence and facial recognition to analyse skin tone via webcam or uploaded photo.

-Suggests the best shade match for the “Beautiful Skin” or “Airbrush Flawless” foundation ranges.

-Benefit: reduces uncertainty when shopping online → boosts confidence and conversion rates.

-Part of Charlotte Tilbury’s push for hyper-personalisation and data-driven beauty retail.

2)AR “Magic Mirror” (powered by ModiFace)

-Installed in physical stores and also integrated online.

-Lets customers virtually try different makeup looks instantly.

-Creates a consistent brand experience across online and offline touchpoints — a key to the brand’s omnichannel success.

-Embodies the “magic transformation” concept central to Charlotte Tilbury’s branding.

3)YouTube Tutorials & Virtual Masterclasses

-The brand’s founder, Charlotte Tilbury herself, was an early adopter of educational digital content.

-Tutorials guide customers through complete looks using brand products — blending entertainment, education, and commerce.

-Converts viewers into buyers by embedding product links directly into videos and website pages.

4)Social Media & Influencer Marketing

-Collaborations with beauty influencers on Instagram, TikTok, and YouTubeamplify reach and social proof.

-Influencers recreate “Charlotte Tilbury looks,” making luxury beauty more relatable and aspirational.

-Helps drive cross-channel traffic — from social to website to in-store experience.

Why these technologies were introduced & Pros and Cons

Pros

-Creates a personalised and seamless omnichannel journey.

-Increases engagement and conversion rates.

-Strengthens brand storytelling and luxury image.

Cons

-High cost of developing and maintaining AI/AR systems.

-Data privacy concerns with face scans and AI algorithms.

-Influencer fatigue or loss of authenticity if overused.

https://www.charlottetilbury.com/uk/secrets/magic-mirror-makeup-online-try-on?srsltid=AfmBOooNiz5acASdILRLT2eYvZBvlZXU4AsjZ6_l1Eh3HOjf0WYkRp5y Masig

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Try-on Makeup Magic With Charlotte’s Magic Mirror Makeup Online Try On! | Charlotte Tilbury

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Discover makeup MAGIC you can try on using Charlotte’s Magic Mirror Makeup Online Try On!

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The best between digital and physical

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mixes digital and physical

entertains the customer - creates connection