In an offline retail environment, face-to-face interactions are among the most effective ways to close deals, making it essential to keep consumers in stores. Lancôme successfully accomplished this by offering complimentary laser engraving services, yielding impressive results.
Background
Lancôme is currently facing challenges in the Philippine market, where its previous strategy of opening physical stores to dominate offline channels has become less effective. The rise of e-commerce and online shopping has made it increasingly difficult for brick-and-mortar locations to attract foot traffic.
Recognizing that offering high-quality products alone is insufficient, Lancôme understands the importance of creating a memorable in-store experience to foster customer loyalty. Bear this in mind, Lancôme aims to deepen engagement with its customers in an ever-evolving retail landscape.
The Challenge
To retain customers, Lancôme believes that offering complimentary laser engraving services is an effective approach. However, when selecting which laser engraving machine to use, there are several key considerations they need to address.
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Material Versatility: Lancôme's best-selling products primarily consist of cosmetics and fragrances, featuring versatile packaging materials such as glass, plastic, and stainless steel. This necessitates that the laser engraving machine be capable of efficiently engraving on a variety of materials.
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Cylinder engraving and precision: Most of Lancôme's products feature curved shapes, making cylindrical engraving an important consideration when selecting a laser engraving machine. Maintaining precision and elegance during curved engraving is essential to align with Lancôme's brand identity.
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On-site engraving: Face to face interactions is one of the most efficient way to close deals. The longer consumers engage in a conversation, the higher the likelihood they buy. This means the engraving has to be done in-store. While lengthy wait times prolong the purchasing process, leading to a negative buying experience.
The Solution: LaserPecker LP2
After extensive research and product evaluation, Lancôme identified the LaserPecker as the perfect solution for its in-store engraving needs. The LP2 stood out due to its:
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Multi-Material Compatibility: Equipped with a 5W 450nm blue diode laser, the LP2 can effectively engrave on various material surfaces, including stainless steel, glass, and plastic, making it perfectly suited for a range of cosmetic packaging.
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Electric Roller with 0.05mm Accuracy: The LP2 can be paired with an electric roller to engrave on cylindrical objects, achieving an engraving precision of 0.05mm. This ensures high-quality engraving results while maintaining accuracy, aligning perfectly with Lancôme's brand image.
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Handheld Engraver for Beginners: The LP2 features a compact yet powerful handheld design, with engraving speeds of up to 600mm/s. This allows Lancôme to strike a balance between maintaining customer interaction and minimizing wait times, successfully keeping customers in the store.
Implementation and Results
By implementing a laser engraving strategy, Lancôme successfully extended customers' in-store time, allowing sales personnel more opportunities to engage in conversation. This approach increased the average transaction value per customer, resulting in a 15% rise in the average sales price.
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