By Shawn Lim

MAC Cosmetics has opened an experience center in Shanghai to provide an omnichannel shop for its customers.

The store, created with the help of Wunderman Thompson, brings together product discovery, social engagement and purchase for an interactive ‘new retail’ experience for customers.

The Estée Lauder-owned brand claims it conducted half a year of research to understand Gen Z makeup purchase behaviours through cognitive walkthroughs, exit interviews and customer focus groups. The results gathered were then used to form the store’s interactive design, touch screens and mobile interfaces to create engagements between digital devices and Read full story ›

Source: The Drum