Beauty giant 'Sephora' is launching small-footprint retail stores called 'Sephora Studio' to combat waning retail sales.
In a retail environment where fewer consumers are shopping at brick-and-mortar stores, it can be hard to devise a competitive sales strategy. Sephora is working to suss out consumer preferences by opening its first Sephora Studio in Newbury Street, Boston. These spaces will occupy 2,000 square feet -- as opposed to the brand's usual 5,000 square feet -- with a focus on specializing in custom services.
While many consumers prefer to shop online, Sephora has realized the experience-based services its stores offer draw people in and the smaller Sephora Studios will use this as a focus. CEO of Sephora America, Calvin McDonald says, "customers come into our stores to tap into the expertise of our advisers... They come here to play with products and have a good time." To foster this community-based initiative, services like 15-minute facials and 75-minute makeovers will be offered. Customers will also be able to order their favorite products and arrange for same-day, in-store pick-up.
Small-Footprint Beauty Retailers
'Sephora Studio' is a New Store with Same-Day Ordering
Trend Themes
1. Small-footprint Retail - The rise of small-footprint retail stores like Sephora Studio presents opportunities for companies to optimize space and offer specialized services.
2. Experience-based Retail - The success of Sephora's stores demonstrates the potential for retailers to draw in customers with experiential services and create a community-driven shopping experience.
3. Same-day Order and Pick-up - The convenience of same-day order and pick-up services in brick-and-mortar stores provides an opportunity for retailers to compete with the ease and speed of online shopping.
Industry Implications
1. Beauty Retail - The beauty retail industry can benefit from the trend of small-footprint stores by offering specialized services and focusing on experience-based shopping.
2. Retail Innovation - The rise of small-footprint retail stores calls for innovative strategies to optimize space and create unique shopping experiences.
3. Online Retail - The option for same-day order and pick-up in physical stores presents an opportunity for online retailers to further bridge the gap between online and offline shopping.