Sephora To Open Over 260 New Stores In 2021 Including Kohls Concept
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Sephora acquired the software company Scentsa to create an in-store touchscreen interface to assist consumers with fragrance purchases. In-store, Sephora employees are reputed for their deep product knowledge across brands, providing immediate customer assistance. Sephora released two programs on its website to address customer needs around product retrieval in 2015(4).
Sephora reinvents the in-store experience for digital-first shoppers.
Alicia Valencia, global president of Makeup by Mario, recalled a visit she and makeup artist Mario Dedivanovic had with Rougeot, Patrick and senior vice president of makeup Alison Hahn in the very earliest days of ideating the brand. Dedivanovic, who rose to fame as Kim Kardashian’s makeup artist, started his career as a Sephora beauty adviser 20 years ago and was set on launching his brand there. The mega-beauty brand also will begin rolling out buy online, pickup in-store service for all freestanding stores by April 2021, which comes on the heels of its highly successful reserve online and pickup in-store service.
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As reported, Royalmount is a $7 billion, mixed-use development in central Montreal that will feature retail, offices, restaurants and entertainment, all surrounding a central park. It’s going to be a summer of retail love for the people of Montreal and beyond, when the Royalmount fashion and lifestyle destination opens in the city center in mid-August. The cash registers now are placed directly at the back of the store under a large screen and self-checkout is available. “This store will reduce by 50 percent the energy consumption that we had in the previous store,” said Ponte.
Store of the Future
Some notable brands include Fenty Beauty by Rhianna, Drunk Elephant, Maison Margiela, DryBar and Sephora Collection, Sephora’s own collection of makeup, skincare, tools and accessories. • Later this year, Sephora is partnering with the luxury treatment center OrangeTwist in threeCalifornia locations. OrangeTwist is a fast-growing network of modern treatment shops for women and men. Created by industry leader Clint Carnell, CEO of the HydraFacial Company, OrangeTwist is on a mission to bring the very latest in non-invasive body, face and skin treatments into the daily lives of consumers everywhere. OrangeTwist delivers highly personalized experiences that help customers look and feel their absolute best.
Thus far, Sephora is executing about 75,000 sessions a week, or 4 million a year, across its fleet of 534 stores. “The overarching story we are always trying to tell is what is unique and special and differentiated about Sephora, whether it is our product or our experience or the surrounding services and features we offer,” said Jacobs. Helping people harness their genetic information by launching the first store for products powered by DNA.
And one-on-one services are offered including 45-minute makeovers, 15-minute mini facials and the first ever 75-minute “Custom Makeover Plus”. The new stores will have a sleek architectural and visual design along with new lighting enhancements to create a better beauty shopping trip. Sephora commissioned a national study on racial bias in retail which has helped to inform the company on initiatives to eliminate systemic racism in retail including accessibility to stores for a broader customer base. Additionally, Sephora has elevated its commitment to support BIPOC owned brands through its incubator program. Sephora is investing in a brick-and-mortar future for retail with its largest expansion in the beauty retailer’s 21-year history. The company has announced plans to open over 260 new stores in 2021 including over 60 standalone locations and 200 shop-in-shop locations inside Kohl’s KSS stores in the U.S. market.
Sephora To Open Over 260 New Stores In 2021 Including Kohl’s Concept
In order to fight the decrease of foot traffic in malls and be closer to customers, Sephora recently opened a new concept store in Boston known as Sephora Studio. The studios will be about 2,000 sq ft, less than half the size of a typical Sephora store (5,500 sq ft), and feature digital components and a more curated retail experience for shoppers. Digital welcome screens with menus greet visitors, and all employees are equipped with an iPhone 7 for mobile point-of-sale purchases instead of cash registers. The store is equipped with digital screens, which gives a before-and-after preview using the AR “virtual artist”. Order-in-store and same-day pickup options for online purchases are also available.
Sephora Unveils Beauty TIP Workshop Concept Store - WWD
Sephora Unveils Beauty TIP Workshop Concept Store.
Posted: Tue, 17 Nov 2015 08:00:00 GMT [source]
Here, digital tools helped consumers understand their skin type, facilitating personalized consultations akin to professional medical care. These innovative features aimed to create a unique, exploratory experience, blending digital convenience with concierge in-store service. Sephora stores are constructed to facilitate the brand showcasing, product trial, and cross-brand purchasing that contribute to Sephora’s reputation and negotiating power within the industry. Stores are designed for a consumer-led retail experiences with large aisles for group shopping and self-explanatory shelves organized by brand, product, and color. Endcaps feature either testable products or digital interfaces where consumers can obtain personalized information on recommended products. In traditional retail outlets, customers travel from counter to counter to learn about products, but the Sephora store design encourages simultaneous product experimentation.
MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty
By getting close to its customers, building early prototypes, and learning as it goes, Sephora has redefined the in-store experience, ensuring its relevance and appeal in a rapidly transforming retail landscape. The success of these two shops validated Sephora’s “Store of the Future” strategy. But experiences must evolve to stay fresh, so the team set up an “engagement indicator”, tracking customers’ interaction with digital touchpoints to provide Sephora with valuable insights.
From incubating some of today’s most powerful brands to pioneering an open-sell environment in prestige, Sephora changed forever how beauty is sold — and transformed the U.S. retail landscape in the process. As a point of comparison, while many of the top luxury automobile brands have their best Canadian stores here in Montreal, we find ourselves with only one freestanding luxury store in a market that should support close to 30. Sephora’s expansion will bring its U.S. store count to over 712 and will reinforce its omnipresence through standalone stores, Sephora at Kohl’s, and online offerings including electronic, mobile and social commerce.
Responses suggested a lack of trust in unbiased voices online about how to look and feel powerful. Digital shoppers are continuously bombarded by ads and influencers who are incentivized to push brands who hire them. Shoppers love Sephora’s for being a neutral space that showcases multiple brands, so we leaned into that strength, designing displays that offer product reviews and details that enable consumers to make informed decisions.
"Instead, the concept that we're doing now with these hundred stores is kind of like the 2.0 version of Sephora Studio." Per day, there were more than 10,000 people visiting, while after the renovation footfall levels should be higher, according to Ponte. Prior to the remodeling, Sephora’s Paris flagship boasted 12 million visitors a year, of which one-quarter were tourists from outside France. “But at the end of the day, we express the same volume of products,” said Ponte. There are, for instance, fewer digital screens in the new location versus its predecessor.
Today, Sephora announced that it will open 35 new locations across the United States in 2019, marking five years of significant brick & mortar growth for the omni-retailer. Beginning March 14th with an opening at New York’s famed Hudson Yards development, new Sephora locations will open in 32 cities, including Palm Springs, CA, Charlotte, NC, Los Angeles, CA and more. In her role, Jacobs also oversees the social media and influencer teams, and the challenges of executing both large-scale and small-scale content are significant. To meet them, Jacobs has created “tiger teams” who work in an agile and flexible way to solve problems quickly. The approach is characteristic of Sephora’s culture and the leadership style that Rougeot brings to the business. He believes in focusing the enterprise on key goals and initiatives, and then letting them run.
Our team traveled around Spain and France to visit stores and interview Sephora’s local teams and customers, learning their desires and pain points when interacting with the brand and the stores. We laid out a roadmap of insights throughout a customer’s journey in a Sephora location. In co-creation workshops with stakeholders, we established future goals and defined three concepts that would address them.
Internally, Rougeot urges his teams to be intellectually curious, looking beyond the confines of beauty retail, to businesses like Best Buy and Dick’s Sporting Goods, for inspiration and best practices. Sephora executes about eight major campaigns a year across all of its platforms, including holiday, as well as numerous others tied into current events, like Black History month, Hispanic Heritage month and Pride month. While the brand lineup has been a key component of Sephora’s success, so has its connection and understanding of the deeper sociocultural shifts that have impacted beauty over the past two decades.
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