Best-in-Class Merchandising at Innisfree - WSL Strategic Retail
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Best-in-Class
Merchandising
at Innisfree
862 Broadway, New York, NY
WHY TO SEE IT
Innisfree – a Korean beauty brand – has
opened its first USA store, and it is
loaded with smart merchandising. No
matter what category you’re in, there
are 5 ideas for you on how to create
a stronger, smarter and simpler
shopping experience.
JANUARY 2018
5 things that make
Innisfree best in class
for merchandising
Strong brand story that is
1 clearly communicated
Simplifies a complicated
2 category
Education helps shoppers
3 make selections
4 Ability to customize products
5 New ways to sample
© ALL RIGHTS RESERVED 2018 2
1 Strong brand story that is clearly communicated
The floor to ceiling living plant wall at the
entrance screams the “natural” message.
© ALL RIGHTS RESERVED 2018 3
Connect with the
brand digitally.
The brand’s pledge to shoppers is presented A map of Jeju Island introduces shoppers to
right at the entrance. the origin of the brand’s ingredients.
© ALL RIGHTS RESERVED 2018 4
Innisfree’s commitment to preserving the earth is
…and the store design. (The entire store is
reflected in its rewards program (exchange empty bottles
eco-friendly.)
for 50 loyalty points)….
© ALL RIGHTS RESERVED 2018 5
2 Simplifies a complicated category
Skin Care is often confusing to shop. Innisfree presents its collections in 3 simple
ways: 1) Products are organized by end-benefit (pore solution, troubled skin,
nourishing hydration, anti-aging, etc.). 2) Each benefit incorporates a key
ingredient (e.g., green tea, volcanic clusters). 3) Products are color-coded for
easy navigation.
© ALL RIGHTS RESERVED 2018 6
The “Best Sellers” display gives shoppers an Starter Kits make it easy for shoppers to shop for a
easy place to start their shopping. solution without picking out multiple individual products.
© ALL RIGHTS RESERVED 2018 7
3 Education helps shoppers make selections
Each collection is
presented with
information about its
benefits, ingredients,
manufacturing process
and how to use it (in
simple shopper-
friendly speak and
graphics).
Props tell an ingredient
story.
© ALL RIGHTS RESERVED 2018 8
Shoppers can take home a detailed
education card to better understand Signage is simple
ingredients, tips and usage.
© ALL RIGHTS RESERVED 2018 9
A diagnostic tool takes a precise read of
your skin’s tone and matches you to the
right foundation.
© ALL RIGHTS RESERVED 2018 104 Product customization
Shoppers can choose their own colors and create “My
Palette (eye shadow)” and “My Compact” (foundation).
© ALL RIGHTS RESERVED 2018 11Shoppers can customize their own masks – by choosing a Base and
Toppings (based on specific skin concerns)
© ALL RIGHTS RESERVED 2018 125 New ways to Sample
Lift these wooden blocks to smell the fragrance that is embedded
underneath (why can’t these be in the coffee aisle, chocolate aisle,
shampoo aisle, etc.?)
© ALL RIGHTS RESERVED 2018 13Samples are a benefit to joining the Innesfree free membership program. Spend $30 and choose
1 sample sized product from this “Bite-Size Beauty Bar”. The presentation makes the samples
seem special (versus getting a few samples thrown into your bag at the checkout).
© ALL RIGHTS RESERVED 2018 14A large sink invites shoppers to touch and play with product.
Testers and “Try Me” displays are throughout the store.
© ALL RIGHTS RESERVED 2018 15Translating the ideas from Innisfree to your business:
1 Develop a strong brand story and clearly communicate it
Dedicate prominent real estate to communicate your story, values, and what makes
you relevant to shoppers. Don’t just say it, exemplify it too.
Simplify the shopping experience and the shelf
2
Make the category easier to shop by understanding how shoppers like to shop for the
category (e.g, end-benefit, key ingredient). A “best sellers” display gives shoppers a
starting point. Starter Kits give shoppers a total solution without having to spend the
time shopping for multiple products.
3 Add education that helps shoppers with selection
Such as diagnostic tools that make shoppers smarter; at-shelf signage and graphics
that are simple to understand; and props that tell an ingredient story.
4 Let shoppers customize products
Empower them with the services and tools to mix and match, create their own
products, engrave, etc. Not only does it create a value-add experience, but it also
makes it feel like the product is “for me”.
5 Offer new ways to sample
In-aisle samples can offer a compelling sensory experience. Takeaway samples can
offer surprise and delight while introducing shoppers to something new.
© ALL RIGHTS RESERVED 2018 16CONTACT ELIZABETH GRETKOWSKI: EGRETKOWSKI@WSLSTRATEGICRETAIL.COM
FOR QUESTIONS OR ADDITIONAL INFORMATION ABOUT THIS RESEARCH
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