Dermalogica opened its second concept store at the renowned V&A Waterfront in Cape Town in May, and most recently launched its third concept store at Rosebank Mall in Johannesburg. Dermalogica’s core concept comprises face mapping skin analysis; skin bar and micro-zone skin treatments which redefine the future of skin care through a branded experience.
To communicate this strong brand experience to customers and increase their product knowledge, Dermalogica employed Moving Tactics, the leading South African digital signage solutions company, to implement an in-store digital signage solution.
Willem van Bosch, solutions development manager at Moving Tactics, said: “Digital displays were installed in the main retail front-of-house area of the store as well as in the treatment rooms, and we are using the X2O Media platform to manage the complete system, which includes all aspects of their content management”.
“It is very important for us to create an exciting and memorable experience for our customers when they visit our concept stores, and we believe that using digital signage is the best way in which to educate our clients on the products and services available to them in-store. The screens will also be used to launch new products and promote treatments,” said Claudia da Silva, operations manager at Dermalogica.
As South Africa’s leading professional skincare brand, Dermalogica is dedicated to supporting and promoting skin health through the expertise of professional skin care therapist; and this expertise and most importantly, the client experience, is shared with customers via Dermalogica’s live Twitter feed, which links directly with the in-store digital content in real-time. Their social media feeds are constantly updated with cutting-edge, relevant product and skin care information and is another effective way to communicate the brand essence.
“In addition to the social media content itself, social media analytics can also provide interesting information to viewers, which is why Moving Tactics is able to display this information in creative formats so that brands get an understanding of what is trending in real-time, and are able to respond timeously. We have been very enthusiastic about the Dermalogica brand and this integrated platform that provides information on product, services and promotions in-store, as well as the social proof from their customers via their social media channels,” said van Bosch.