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.