As internet sales soar, it is no surprise that overall foot traffic in and out of physical store locations is declining. Retailers everywhere are looking for solutions that will bring their customers back to shop in-store. Sephora, an international beauty-retail company with over 2,300 current store locations, is emerging with digital answers to this issue.
The first ever “Sephora Studio” was recently unveiled in Boston, and is notably different from any other Sephora location. The average Sephora is stationed inside of a mall and spans roughly 5,500 square feet of never-ending cosmetic glory. These new studios, however, will have more unique placements near downtown marketplaces and will only cover 2,000 square feet.
These alterations are all part of Sephora’s new business plan. CEO Calvin McDonald explains, “In today’s retail environment where very little is constant and clients’ expectations are ever-evolving, one thing has remained true for SEPHORA: there is no better way to create meaningful connections with clients than through personalized experiences and a customized approach to beauty. We could not be more focused on that notion than we are with the opening of SEPHORA Studio.”
The idea is to use modern technologies to establish a real relationship with the consumer. These kinds of connections breed intense brand loyalty. The best way to get customers to stick around is to give them a meaningful and seamless experience with your product.
This process is made even easier by the iPhone 7s that all associates carry with them around the store. These phones replace the need for bulky and immobile registers by allowing the associates to ring up a customer’s purchase from anywhere in store.
An incredible number of new services have also been released within Sephora’s mobile interface. Users now have access to a variety of tools to assist them before, during, and after their store visit. A “virtual artist”, makeover and mini facial scheduling options are just a few features included in this groundbreaking digital experience.
The Boston location is currently the only Sephora Studio in existence. However, there are already plans to expand the studios across the east coast. According to the Boston Herald, new venues in Brooklyn, New York, Hoboken, New Jersey, and Washington, D.C. are all expected to arrive within the next year.