Award show: ROI Festival
Award category: New retail
Award level: Gold
Brand: MAC Cosmetics
Brand owner: Estee Lauder
Campaign name: 'Feel The Colour'
Agency: Wunderman Thompson Shanghai
Industry category: Cosmetics and personal products
Release date: January 2019
Budget: RMB 20-50 million
For the first time in history, the mobile commerce boom in China has caused Gen-Z consumers to shop more often on mobile phones than in physical stores, with 24% of them stating so in a survey. Traditional retailers are asking themselves the same question: 'What is the role of physical stores today?' As the competition from influencer-driven digital-native brands is becoming increasingly fierce, it is time for retailers to rethink the entire customer experience.