Madison Reed: How a Digital-First Business Found Brick-and-Mortar Success  

Produced by OnQ

Paul Chapuis, CEO of OnQ, a retail display company, and Tyler Wozny, Chief Digital Officer of Madison Reed, a digital hair color company, came together to discuss the merging of digital and physical retail spaces. OnQ is a retail display company based in Silicon Valley that has evolved to provide interactive displays at scale. OnQ, which has been in business for 18 years, manages displays at around 8,000 locations for Apple and all of the Costco experiences and Walmart. OnQ's partnership with Madison Reed began when the two companies met at NRF in 2019.


Paul also explains that there are two main reasons digital companies are moving into retail. Firstly, it is more cost-effective to acquire customers through retail, and secondly, there is an expectation of omni-channel presence across all retail. Traditional retailers now have web presence, while online companies are moving into the retail space. OnQ has helped brands bridge the gap between digital and physical retail spaces, but their partnership with Madison Reed is unique due to the latter's unique perspective on the market. Paul highlights that when doing technology at scale, there are three things that need to be addressed: device management, content management, and feedback loops. Overall, the presentation shows how OnQ's expertise in retail displays has allowed them to connect with digital companies such as Madison Reed and provide unique and innovative displays for retail customers.


Tyler explained how Madison Reed that offers hair coloring products with a great chemical profile has disrupted the market by offering a high-quality product that customers can use at home, avoiding the harmful chemicals present in cheaper hair coloring products or the high costs of salons. To help customers overcome their reluctance to purchase hair color online and ensure they get the right color match, Madison Reed leverages technology to offer augmented reality and virtual reality tools, including a matching algorithm they spent years developing. The company has also deployed large screens in their hair color bars. The screens allow clients to find their perfect match and also see an animation of the different shade ranges.


Madison Reed's matchmaker screens have contributed to a 20% growth in retail sales and are now a standard feature. About 90% of the time, colorists use the screen to consult with clients, making the experience more fun and accurate. However, implementing Virtual Try-on on the screens has been challenging due to lighting and spatial issues, although it remains the most requested feature. Madison Reed plans to stream the' Women on the Rise' events to its entire fleet to build brand loyalty and empower its staff.


FEB 2023

Go to article: NRF 2023Go to article: EditorialGo to article: Mercatus AdGo to article: Walmart U.SGo to article: TrigoGo to article: AnaplanGo to article: AWS-1Go to article: SwiftlyGo to article: Target Go to article: MicrosoftGo to article: ManhattanGo to article: AWS-2Go to article: KyndrylGo to article: OnQGo to article: The HuddleGo to article: ACI WorldwideGo to article: fabricGo to article: parcelLabGo to article: AWS-3Go to article: The Nordy PodGo to article: DellGo to article: ZebraGo to article: KoerberGo to article: AxsiumGo to article: Whole Foods Market Go to article: AWS-4Go to article: BigCommerceGo to article: McFadyen DigitalGo to article: SyndigoGo to article: HumanCentricGo to article: FSTGo to article: ArubaGo to article: Store ExperienceGo to article: AkeneoGo to article: CDWGo to article: AptosGo to article: Microsoft 2Go to article: Holiday ShoppingGo to article: Impact AnalyticsGo to article: ZebraGo to article: BringgGo to article: CI&TGo to article: Customer ExperienceGo to article: WorkdayGo to article: Antuit.aiGo to article: Blue YonderGo to article: Kyndryl 2Go to article: BoardGo to article: From Restaurants to RetailGo to article: AxonifyGo to article: MarketplacerGo to article: PlanalyticsGo to article: Appriss RetailGo to article: SOTIGo to article: NvidiaGo to article: AT&TGo to article: Connected CommerceGo to article: Dell 2Go to article: Relex SolutionsGo to article: Grocery ConsumerGo to article: SofteonGo to article: GoogleGo to article: LVMHGo to article: VisaGo to article: YoobicGo to article: HarrodsGo to article: MastercardGo to article: Beyond BricksGo to article: LegionGo to article: Building the Adaptive CategoryGo to article: OSF DigitalGo to article: Publicis SapientGo to article: MattelGo to article: SASGo to article: Aptos CompanyGo to article: Google 2Go to article: SustainabilityGo to article: ComcastGo to article: NielsenIQGo to article: Placing SustainabilityGo to article: VestcomGo to article: Restaurant BrandsGo to article: SprykerGo to article: Talent MattersGo to article: Revolutionizing Luxury ExperiencesGo to article: Mercatus