Imagine walking into a beauty store where every interaction aligns with your shopping mission, and where technology enables and enhances your shopping experience.
This is the potential of the smart beauty store, an environment where customers can discover, explore, play and learn.
Specialist beauty retailers like Sephora, Douglas – and now Boots with its Beauty Only concept – have succeeded by being wonderlands of exploration and newness, stocking a proliferation of brands and products.
Yet even as they modernise their store estates, consumers are still in effect shopping from branded store-in-store environments like they might have done in the 90s.
That’s not necessarily a bad thing. I take great joy visiting Sephora in Westfield to ‘try before I buy’.
Beauty retailers design
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