Why open a bodily retailer?
Sephora’s new retailer in Westfield White Metropolis, which opened on Wednesday 8th March 2023, marks its return to bodily retail within the UK after it stopped buying and selling right here in 2005. The opening follows the retailer’s takeover of FeelUnique’s web site in October 2022.
Investing in bodily area will assist Sephora, a fascia extra identified internationally, to spice up its visibility out there, as greater than three in 5 adults within the UK claimed they’d by no means used or heard of Sephora, as of November 2022.
The retailer has clearly set excessive requirements for its future retailer roll-out plans, and so what can retailer based mostly retailers be taught from the brand new Sephora flagship retailer?
1. Main with skilled therapies
The shop is delivered to life by the in-store Magnificence Hub. Positioned within the centre of the shop, it contains a vary of various companies, carried out by each in-house Sephora consultants and model representatives.
The vary {of professional} therapies is expansive, with an array of categorical skincare therapies on supply from specialists equivalent to Dermalogica and Elemis. When it comes to make-up companies, the retailer has taken a tiered method, with therapies starting from £30 for a ‘Characteristic Focus’ appointment, as much as £60 for ‘Full Glam’. Providing a spread of value factors will be sure that therapies are accessible for a variety of consumers, significantly related for the likes of Sephora, which attracts a youthful viewers.
2. Encouraging experimentation
The shop adopts the texture of a ‘magnificence playground’, serving to to foster a vacation spot buying expertise. In addition to non-public label choices, Sephora presents a spread of unique manufacturers, equivalent to Make-up by Mario and Ariana Grande’s R.E.M Magnificence. While these could also be available for purchase on-line, one in 4 adults would sometimes go to a retailer to attempt a product earlier than buying a premium/luxurious branded magnificence and private care product they hadn’t used earlier than. Making these merchandise accessible in a bodily retail setting will allow consumers to experiment with new merchandise earlier than shopping for, serving to to drive footfall.
The shop additionally options Sephora’s first ever lipstick bar, which covers an array of branded colors and finishes. An engraving service throughout perfume can be obtainable to in-store consumers, providing a extra distinctive expertise for consumers.
Past the product vary, an array of in-store applied sciences, equivalent to digital try-on’s and diagnostic instruments, are on supply to assist consumers discover the suitable product for them. Branded shade finders from the likes of Lancôme can be found throughout color cosmetics, while Sephora colleagues are additionally on-hand to supply recommendation to these much less comfy utilizing these digital instruments.
3. Attracting the Sephora target market
The brand new opening is properly positioned to cater for the retailer’s goal demographic: Gen Z consumers. A Sizzling On Social Media nook will resonate with these in youthful demographics who’re avid customers of platforms equivalent to TikTok and Instagram, which are sometimes key drivers behind magnificence merchandise going viral. Calling out trending merchandise in-store will assist consumers in making the hyperlinks between the bodily expertise, and what they’ve seen on social media.
A fixture which highlights ‘The Subsequent Large Factor’ by way of merchandise, additionally illustrates how the retailer is catering for his or her goal market, with youthful consumers sometimes extra excited about conserving tempo with magnificence developments.
The shop additionally features a fixture devoted to ‘Sephora Favourites’ that are value-orientated bins containing a wide range of magnificence manufacturers. Sephora calls out the RRP for the entire contained merchandise, benchmarked towards the retailer’s cheaper value. These bins are additionally themed, for instance, an ‘Iconic Feminine Founders’ choice is more likely to attraction to feminine consumers. A mix of speaking worth, mixed with highlighting necessary causes, will resonate amid each a difficult financial setting, mixed with one whereby moral points are on the forefront of consumers’ minds.
What we predict
The opening, mixed with rumours round a future roll-out plan, is welcome information for the UK retail panorama, and follows on from different giant scale openings equivalent to Gymshark, which opened on London’s Regent Avenue in 2022, with this exercise aligning with the return of footfall following the pandemic.
Sephora’s growth into the UK follows the roll-out of H Magnificence shops, with each of those retailer ideas adopting a magnificence playground really feel, somewhat than aligning with the likes of Boots and Superdrug which have a broader in-store providing past magnificence.
