Krika Cosmetics le apuesta al fortalecimiento digital del sector de la belleza en Colombia
Algunas marcas de cosméticos y productos para la higiene y belleza aprendieron durante la pandemia a expandir sus mercados a un contexto más híbrido, en el que la tecnología y la experiencia de compra física se fusionan, permitiendo tanto una mayor visibilidad de productos como una compra más completa de sus usuarios.
Este es el caso de Krika Cosmetics, retail colombiano con sede en Cali que aprovechó la fuerza que dio la emergencia por la covid-19 al mundo digital para acelerar el impulso de toda una serie de productos digitales, con la que busca mejorar las experiencias de belleza de sus clientes. Esta estrategia también es conocida como phygital (mezcla entre el mundo físico y digital).
El primer paso de su plan, proyectado a 2024, fue crear Krika Academy, un ecosistema digital que se inauguró en YouTube, donde la marca educa a sus usuarios sobre técnicas de maquillaje, peluquería y estética.
Además, Krika amplió su catálogo de productos a más de 27.000 opciones que se pueden encontrar en su tienda online, donde, si un cliente tiene algún problema para hallar sus marcas favoritas tiene a su disposición a Kris, un chatbot con el que puede interactuar y recibir ayuda inmediata.
El universo transmedia de la retail también llegó hasta los teléfonos móviles, donde desarrollaron –tanto para iOS como Android– una aplicación con la que cualquiera puede acceder a más de 10.000 productos, comprar sus preferidos y resolver dudas sobre este mercado.
Actualmente, la marca trabaja en el reconocimiento de sus productos con inteligencia artificial, así como en una plataforma para el reconocimiento facial que, junto al gigante L’Oreal, permita una experiencia de realidad aumentada a sus clientes. En algunas de las tiendas de Krika Cosmetics en Cali también se pueden encontrar códigos de barras en los estands, que se pueden leer por medio de la app, e incorporar dentro del carrito de compra.
De acuerdo con datos de Vertebrae, empresa aliada de Facebook AR, los comercios y las empresas que cerraron a nivel mundial, a raíz de la covid-19, y utilizaron herramientas de Realidad Aumentada, lograron aumentar la participación de sus clientes en un 19 %, y su tasa de conversión creció en un 90 %.
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