It is interesting to see how digital has become a basic thing in our lives, and how classic retailers keep innovating to adjust their offers to our needs.
Sometimes, those retailers predict those needs, and create new trends. This is precisely what happened this week in Paris, as Sephora introduced a disruptive new offer in the rather conservative beauty industry, with the opening of its first connected concept store showcasing the bridges between physical and online channels.
Ten years after the launch of the company’s retail website, Sephora Flash opens the way to a “3.0 beauty shopping” experience.
In the “Sephora Flash” concept, shopping is both physical and digital: the small surface and limited number of products is balanced with the digital offering of Sephora.com’s 14 000 products, available via interactive kiosks, digital shelves and connected tablets. Those products selected virtually in a digital basket can be paid onsite and delivered at home.
Sephora Flash stores also offer perfume testers equipped with the same NFC technology that makes it possible to fill your digital basket: customers can access information about the perfumes, and of course add them to their digital baskets.
To make the digital experience funnier and more complete, Sephora Flash stores are also equipped with selfie mirrors and phone chargers… Welcome to the future of beauty !
