Beauty retailer Sephora has opened a new store in Boston that not only serves as its smallest footprint yet, but also its most digitally enabled space.
Sephora Studio, as it’s called, is a 2,000 square foot concept store focused on artistry and skincare. Its intimate format, which is about half the size of a usual Sephora store, largely aims to raise the bar for personalised client services.
“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 personalised experiences and a customised approach to beauty. We could not be more focused on that notion than we are with the opening of Sephora Studio,” said Calvin McDonald, president and CEO of Sephora Americas.
“The Studio merges the best of an inclusive neighbourhood retail environment with best-in-class digital tools that enable our expert beauty advisors to customise recommendations on an individual basis.”
At the heart of that are iPhone 7 devices for all of the advisors set up in a way so as to service shoppers with product information and reviews, appointment check-ins, looking up their loyalty or “Beauty Insider” status, enabling point of sale rather than queuing up at the till, and more.
Each phone also has a number of existing Sephora apps installed, including the Digital Makeover Guide, which is an interactive face chart that records the customised product and application tips received for the user to then take home, and a Digital Skincare Guide, which sends a personalised skincare regime to them following consultations.
There are also further screens throughout the store to provide navigation and self-help information for shoppers, as well as to virtually try on products using augmented reality, and make their own reservations and appointments for individual treatments and for the Studio’s group classes.
Clients can also make use of two omnichannel product delivery options, including “order in store” and “same day pick up”, which either enables them to order online and have items delivered home, or pick them up at the nearby Prudential Center store.