Unilever
AI-Assisted Shopping by Simple Skincare

5 October 2017

Rozzi Meredith

Skincare is a confusing and often over-whelming category to shop, resulting in shoppers walking away from fixture without purchase.  

 

We needed to turn Superdrug shoppers into Simple skincare buyers, by helping them better navigate the skincare category, in-store and online. 

HOW WE CHANGED THE GAME

 

We created a brand-first for Simple, with the development of “Bella the Bot”. The chatbot is designed to help shoppers navigate at shelf and online, using their mobile, and simplify their path to purchase.  

 

Bella the Bot provides skincare regime tips, inspiration and real-time advice about finding the right products for your skin, which can be immediately added to basket.  Bella engages shoppers in a new way, with a familiar technology (Facebook Messenger), offering users a seamless shopping experience.  Shoppers can chat to “Bella the Bot” by scanning a Facebook Messenger code with their mobile at-shelf, or online.

 

We partnered exclusively with Superdrug to launch Bella the Bot and promote her across the Superdrug eco-system. Superdrug POS, radio, social, e-comm and direct channels were all leveraged to promote Bella; as well as Simple social channels and influencers.

Bella the Bot
MONEY-MAKING RESULTS
DRIVING SALES
7.4% sales uplift

ENGAGING SHOPPERS
Average of 19 interactions per user and high repeat use rate

BUILDING LONG-TERM RELATIONSHIPS
10% opt-ins to future communications

CATEGORY & AUDIENCE INSIGHTS
Gave Simple and Superdrug a unique opportunity to gather rich learnings, through conversation with their customers.
Bella the Bot