Episode 183

full
Published on:

14th Dec 2024

Fast Five Shorts | Why E.l.f. Beauty’s Virtual Luxe Lounge Misses the Mark

In the latest edition of Omni Talk’s Retail Fast Five, sponsored by the A&M Consumer and Retail Group, Avalara, Mirakl, Ownit AI, and Ocampo Capital Chris Walton and Anne Mezzenga discuss:

E.l.f. Beauty’s Virtual Luxe Lounge is a 3D shopping platform exclusive to its loyalty program members. But does it move the needle, or is it another unnecessary 3D gimmick? This week on Omni Talk Retail Fast Five, sponsored by the A&M Consumer and Retail Group, Ownit AI, Avalara, Mirakl, and Ocampo Capital, Chris Walton and Anne Mezzenga dissect the concept and share alternative approaches to creating meaningful online loyalty experiences.


Key Moments:


[00:00] E.l.f. Beauty’s loyalty program strategy

[01:30] What’s inside the Virtual Luxe Lounge

[03:00] Why standalone 3D shopping rarely works

[04:15] Better ideas for engaging loyal customers online

[05:45] Live video, TikTok, and other loyalty innovations


#elfbeauty #virtualshopping #loyaltyprograms #retailtech


For the full episode head here: https://youtu.be/J8I1H1pFBT8



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Transcript
Speaker A:

Elf Loyal team members now have access to a 3D virtual experience lounge Chris According to Internet retailing, Elf Beauty has opened a digital shopping lounge for its Beauty Squad members in the UK and US which enables them to shop new product drops for the holiday season and access exclusive offers.

Speaker A:

Partnering with immersive virtual shopping platform Obsess, Elf has introduced a speakeasy themed 3D store for members of its loyalty program.

Speaker A:

The Virtual Lux Lounge is designed to offer a virtual experience exclusive to ELF's most engaged audience, giving them a new way to shop.

Speaker A:

Ekta Chopra, the Chief Digital Officer at Elf Beauty, had this to say about the effort.

Speaker A:

Quote Elf Beauty Squad members are incredibly important to us and we're excited to bring them an exclusive shopping experience that will give them new ways to earn and redeem rewards.

Speaker A:

End quote Chris Are you buying or selling Elf Beauty's Virtual Luxe Lounge?

Speaker B:

Oh man, and if I was pragmatic on the last headline, this one I'm going to get unhinged on.

Speaker B:

I'm selling this about as.

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About the Podcast

Omni Talk Retail
Omni Talk Retail provides news, analysis, and commentary on the latest trends and issues in the retail industry
Omni Talk Retail provides news, analysis, and commentary on the latest trends and issues in the retail industry. It covers a wide range of topics related to retail, including e-commerce, technology, marketing, and consumer behavior. The podcast regularly features industry experts, Chris Walton and Anne Mezzenga, as well as retail thought leaders who all share their insights and perspectives on the latest developments in retail.

About your hosts

Anne Mezzenga

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Anne Mezzenga is an entrepreneurial Marketing Executive with nearly 20 years in the retail, experience design, and technology industries.

Currently, she is one of the founders and Co-CEOs of Omni Talk.

Prior to her latest ventures, Anne was most recently the Head of Marketing and Partnerships for Target’s Store of the Future project. Early in her career, Anne worked as a producer for advertising agencies, Martin Williams and Fallon, and as a producer and reporter for news affiliates NBC New York and KMSP Minneapolis.

Anne holds a BA in Journalism from the University of Minnesota – Twin Cities.

When Anne is not busy blogging, podcasting, or sharing her expertise with clients, she loves spending time with her husband and two boys and partaking in all the Minneapolis food scene has to offer.

Chris Walton

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