When customers visit any high street or out-of-town shopping centre they will notice more and more mainstream retailers and brands hopping on the upmarket bandwagon. The clear dividing lines that once existed now no longer apply, with retail experiences in stores such as Superdrug now pushing to put themselves on a par with premium department store concessions. The likes of Boots and The Perfume Shop are also getting in on the act. Only those at the luxury end of retailing used to be able to offer shoppers a premium retail experience. Not anymore.
Increasingly, savvy shoppers want sophistication in-store, and for retailers to offer them reasons to visit – to inform, inspire and entertain. With such a huge range of products, shades and scents, the physical, sensory and personal experience of buying beauty in-store has a key role to play.
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