????最近一個周四下午，當布里吉特?多蘭輕盈地走進舊金山鮑威爾街絲芙蘭(Sephora)專賣店的時候，她的iPhone手機突然閃爍了一下。這種情況經(jīng)常發(fā)生——真的，任何時候，只要她邁入一家絲芙蘭店幾英尺，這一幕就會出現(xiàn)。而作為這家美容用品商場的數(shù)字營銷副總裁，她當然是這里的?？汀?/p>

????手機屏幕上出現(xiàn)的一條通知告訴多蘭，她獲得了一張絲芙蘭禮品卡，贈送超過7,000點忠誠積分，可用來購買美容化妝品。監(jiān)測到多蘭靠近這家店面之后，其iPhone手機上的絲芙蘭應用程序已經(jīng)啟動Passbook【蘋果公司(Apple)開發(fā)的優(yōu)惠券和門票存儲應用】來提醒她。“我總是認為Passbook就像是一塊磁石，能夠拉攏客戶進入店面，”她說?！拔彝蝗幌氲剑疫€有一張最新的絲芙蘭禮品卡呢，我都忘記了?！?/p>

????這家隸屬于奢侈品巨頭路威酩軒集團(LVMH)的化妝品公司，正在運用科技手段吸引客戶在其門店駐留更長時間（不論是上實體店，還是網(wǎng)絡商店），上述應用只是眾多方式之一?！拔覀儾幌朐谝粋€如此光鮮時髦的場所生硬地應用技術手段，”她一邊說，一邊用手指掃了一下店面四周。在這個播放著流行音樂的店面，處處可見利用午餐休息時間來嘗試新形象的寫字樓白領?！拔覀兿氚鸭夹g整合到購物體驗之中，這是一種附加營銷手段，不會背離客戶對購物體驗的期望?！?/p>

????繞過一群正在試妝的紅粉佳人，多蘭悄悄走進一臺設備，輕拍了一下它的顯示屏。她說，這是一臺采用Sensa技術的機器——三個互動屏幕中有一個能夠幫助絲芙蘭客戶挑選合適的產品，不管有沒有一位美容顧問在一旁協(xié)助。

????絲芙蘭使用Sensa作為一種挑選香水的工具，而香水則是這家連鎖店的立店之本。Sensa會首先詢問一些一般性問題，比如，你想散發(fā)花香還是水果香？然后基于客戶此前的答案，對選擇不斷細化。你可以把它視為亞馬遜網(wǎng)站(Amazon)推薦閱讀算法的另一種版本，但更好聞。去年，絲芙蘭公司在旗下超過1,700家分店中全部安裝了Sensa設備，多蘭說：“我們特別喜歡這項技術，以至于買下了這家公司，我們將繼續(xù)提升顧客體驗。”

????她大步穿過一溜擺放在Sensa設備周圍的香水瓶，停留在另一個推介護膚品的互動顯示屏前。這臺設備的運行機理與香水顯示屏類似，但它還匯集了一些來自用戶和專家的評論，還有更多挖掘自絲芙蘭網(wǎng)站的數(shù)據(jù)?！爸С至钊速潎@的在線技術，比如搜索和排序過濾器，了解到哪些是最暢銷的產品，哪些是最受好評的產品，當然有助于消費者挑選商品，”她說。“我們的整體思路是，推介過程應該是不偏不倚的。如果你挑選了這款產品，說‘給我一些與它配套使用的產品，’那些配套產品不一定來自這個品牌?！?/p>

????When Bridget Dolan breezed into the Sephora store on San Francisco’s Powell Street on a recent Thursday afternoon, her iPhone lit up. This happens a lot—anytime she passes within a few feet of a Sephora store, really, which in her role as the beauty emporium’s vice president of digital marketing is often.

????A notification on her phone’s screen informed Dolan that she had a Sephora gift card with a bunch of loyalty points—more than 7,000—to spend on goop and glitz. Detecting her proximity to the store, the Sephora app on her iPhone had triggered Passbook, Apple’s coupon and ticket storing app, to remind her. “I like to think of Passbook as a magnet to pull clients into the store,” she said. “Suddenly, I’m like, ‘I have a red-hot gift card at Sephora I forgot about.’”

????It’s one of the many ways the makeup company, which is owned by the luxury goods giant LVMH, is using technology to draw in customers and make them spend more time with it, whether in person or online. “We didn’t want to just put technology in here that’s flashy,” she said, gesturing around a store that was humming with the sounds of pop music and filled with cubicle-dwellers trying out new looks on their lunch breaks. “We want to integrate technology into our shopping experience in a way that’s additive and doesn’t go against the grain of the way someone would want to shop.”

????Bypassing a battalion of blush, Dolan sidled up to a kiosk and lightly tapped on its display. This is the Sensa kiosk, she said—one of three interactive screens that help Sephora customers pick out the right product for them, with or without the assistance of a “cast member,” the company’s name for its staffers.

????Sephora uses Sensa as a tool to select fragrances, the business on which the chain was founded. The kiosk starts with general questions—do you want to smell like flowers or fruit?—and continues refining choices based on your previous answers. Think of it as Amazon’s recommended reading algorithm, but for smelling good. Last year, Sephora installed Sensa in all of their more than 1,700 stores last year, Dolan said. “We love that technology so much that we bought the company,” she said, “and we’ll continue to enhance the experience.”

????Dolan strode past the bevy of perfume bottles surrounding Sensa and stopped at another interactive display, this one for skin care products. The device works in a similar way to the fragrance kiosk, but also pulls in reviews of products from users and experts, plus more data mined from Sephora’s website. “It helps to have the best of what’s amazing online—the search and sort filters, what are the best sellers, what’s top rated?” she said. “The whole idea for us is that it’s unbiased. If you picked this product and said, ‘Give me products that work with it,’ the products that work with it aren’t necessarily from that brand.”