With the idea that the future of retail will not be a question of online vs. offline, Alibaba founder Jack Ma unveiled the company’s “New Retail” concept, which is taking off in China’s retail sector. The strategy seeks to transform the entire retail experience by merging the best of online and offline shopping. Some highlights of the model include stores equipped with “Virtual Shelves,” and mall bathrooms outfitted with “Magic Mirrors” so shoppers can virtually experiment with makeup colors and then purchase it from a vending machine. Click here to watch the company’s five-minute video to see how Alibaba is transforming traditional retail with a complete digitization of commerce.

The Connected Consumer is a feature series focusing on digital as it touches the beauty consumer. On November 14, CEW will host its second annual The Connected Consumer Conference, presenting speakers from the most relevant brands, retailers and forecasting agencies discussing the latest trends in digital and social media.