From sleep coaches to personalized makeup consultations, retailers are focusing on offering consumers personalized experiences that help drive brand value

As much as the DIY market continues to boom, customers simultaneously value personalized attention and assistance, seeking expert advice and tailored aid that let them get the most out of their products and services.

This is why retailers are currently focusing on developing personalization in-store and online, contextualizing offerings to deliver increasingly relevant products and services to customers. Here's how three major retailers are going about tailoring the customer experience:

Walmart Walmart launched its ‘retail-tainment’ program in 365 of its stores, where consumers can receive personalized makeup consultations using Walmart’s proprietary Hard Candy makeup products. Customers can choose between two featured looks, and staff then adapt the look to the customer’s unique physical features, including skin tone, facial shape, lip color and eye color. Customers are incentivized to return with new looks added every few months.

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