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Innovation Delivers Surprise and Delight

Innovation Delivers Surprise and Delight

One of the most exciting parts of mystery shopping is when an innovative feature or function enhances the experience, creating surprise and delight. Our mystery shoppers shopped 100 retail and brand websites testing functionalities and features for the 2022 Omnichannel Retail Index report, and we’re giving you a sneak peek of some innovations that we noted.

Innovation Delivers Surprise and Delight
Innovation Delivers Surprise and Delight

NYX Professional Makeup has virtual try-on options and offers MYAIA (My Artistry Intelligence Assistant). MYAIA is powered by an algorithm built to analyze facial features. With just a selfie, the digital makeup artist selects and guides the customer through products and looks that work best with the customer’s unique facial features!

Innovation Delivers Surprise and Delight

Hugo Boss has a virtual store for customers to browse and shop. The virtual store made it easy to select desired merchandise and then shop it quickly and efficiently while making it more experiential than scrolling through many products. If you haven’t tried it yet, visit here. Is the next step shopping in the metaverse for HB?

Innovation Delivers Surprise and Delight

Coach Create: “You Create it, We Craft it”. This program lets customers customize a purse, wallet, or shoes. The customer picks a style and plays with customization by adding embellishments or even putting a personalized stamp on it (literally). There’s also a livestream recording that walks you through how to customize your favorite Coach piece.

Innovation Delivers Surprise and Delight Innovation Delivers Surprise and Delight

We love seeing these! Retailers and brands should continue to add innovative features and functions to engage and create fun, unique experiences that keep customers coming back.

Want to know more? Read the entire 2022 Omnichannel Retail Index!

Kathy Kimple

Author: Kathy Kimple

Kathy Kimple is the Executive Director of OSF Digital’s Strategy group. She leverages 25+ years in omnichannel retail with a focus on brands, covering digital strategy and store operations, registry, marketing, tech selection, and organizational design.

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