The Atelier Beauté Chanel Encourages Guests to Explore Leisurely
Laura McQuarrie — February 1, 2019 — Business
References: atelierbeaute.chanel & thecurrentdaily
To set itself apart from the many new retail stores that are incorporating more features for convenience and digital connection to suit the lives of busy consumers, the new Atelier Beauté Chanel concept in New York City aims to get consumers to slow down and explore at their leisure. Within the space, personal lockers are provided to keep one's belongings in, so that one can browse the shop's many displays unencumbered and with peace of mind.
Guests are invited to create a personal profile on their phone to keep tabs on the items they try and like. To further encourage guests to immerse themselves in richly sensory experiences, sinks for washing one's face and hands are provided, along with no-spray perfume counters for blindly sniffing scents in porcelain vessels. As part of this fragrance experience, guests are able to discover their preferred scents via the mobile website and leave the store with a branded bracelet that's been dipped in their scent of choice.
Guests are invited to create a personal profile on their phone to keep tabs on the items they try and like. To further encourage guests to immerse themselves in richly sensory experiences, sinks for washing one's face and hands are provided, along with no-spray perfume counters for blindly sniffing scents in porcelain vessels. As part of this fragrance experience, guests are able to discover their preferred scents via the mobile website and leave the store with a branded bracelet that's been dipped in their scent of choice.
Trend Themes
1. Slow Luxury Shopping - The trend of slow luxury shopping is an opportunity for retailers to provide consumers with immersive, sensory experiences.
2. Personalized Profiles - Creating personalized profiles is an opportunity for retailers to keep track of consumer preferences and provide tailored recommendations and experiences.
3. Blind Scent Discovery - Blind scent discovery is an opportunity for retailers to engage consumers' sense of smell and create unique, memorable experiences.
Industry Implications
1. Luxury Retail - Luxury retailers can capitalize on the slow shopping trend by creating immersive experiences that encourage consumers to take their time and indulge their senses.
2. Beauty and Cosmetics - Beauty and cosmetics retailers can incorporate no-spray perfume counters and personalized profiles to enhance the sensory experience of testing and purchasing fragrances.
3. Mobile Retail - Mobile retail can embrace the trend of personalized profiles to offer tailored recommendations and create a seamless, convenient shopping experience for consumers.
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