In an interview with Forbes magazine, the CMO of L’Oréal USA, Marc Speichert, the results of L’Oréal USA’s m-commerce campaign last month called “Shop the Look” have now been revealed.
The campaign outfitted a number of New York City taxi cabs with “Taxi Shops”, throughout the Fashion Week in that city. The taxis were designed to allow smartphone using passengers to instantly purchase beauty products from the Lancôme and Yves Saint Laurent lines. The campaign was created through a partnership between L’Oréal and Glamour magazine.
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For the five days, they offered free rides to passengers anywhere in Manhattan to hot spots such as Condé Nast, the Lincoln Center, and the Meatpacking District and exposed passengers to the smartphone-friendly shops for the products.
According to Speichert, the purpose of this campaign was to obtain information regarding the behavior of mobile consumers. It was, in essence, a pilot program to see how appealing this type of experience is to taxi passengers. Throughout the initiative, there was an increase in the app download by 80 percent, and one in every three riders in the Mobile Taxi Stores used a SnapTag.
Speichert also reported that the overall reaction from those who participated in the program was a highly positive one. When surveyed, all of the participants said that they would like to see this type of experience occur again in the city’s taxis, and 94 percent of the respondents said that following this campaign, they thought of both Yves Saint Laurent and Lancôme as innovators in the industry.