First Look: Beauty giant Sephora launches new store concept
Sephora continues to experiment with store formats, and this time it's going smaller.
The beauty retailer has opened a new concept, called Sephora Studio, on Newbury Street in Boston, designed to provide a very customized shopping experience, one that drives personal connections with customers. At 2,000 sq. ft., it is the brand's smallest store in North America, and features a variety of digital tools to optimize customer experiences before, during and after their visit. Among them are digital welcome and service menu screens for easy navigation and self-help, and mobile-equipped sales assistants ("beauty advisors") who can quickly assist customers with appointment check in, look up their rewards status, and retrieve Sephora.com ratings and reviews on any product throughout the store.
The Studio promises a high level of service, with all sales assistants having the highest level of certification employees can earn from Sephora. The space includes a "beauty studio" that offers on-demand, one-on-one services, including 45-minute makeovers and 15-minute mini-facials.
Additionally, it is the first Sephora to offer two new services: a a 75-minute custom makeover that includes either a skincare consultation or mini facial; and a Studio Concierge, a specially appointed store consultant who, among other things, will match a customer with the appropriate consultant based on beauty need.
The store also features two omnichannel product delivery options: order in store, and same day pick up, With order In store, sales assistants can place a customer order through Sephora.com, with complimentary standard shipping or reduced next day shipping.
For those who want products faster, the store will partner with Sephora's location at nearby Prudential Center to offer same day pick up. Starting in October, Boston area consumers can purchase on products their device via the Sephora app and pick it up at the Prudential Center location the same day.
"In today’s retail environment where very little is constant and clients’ expectations are ever-evolving, one thing has remained true for Sephora: There is no better way to create meaningful connections with clients than through personalized experiences and a customized approach to beauty," said Calvin McDonald, president and CEO of Sephora Americas. “The Studio merges the best of an inclusive neighborhood retail environment with best-in-class digital tools that enable our expert beauty advisors to customize recommendations on an individual basis."
The Boston store comes on the heels of the opening of Sephora's largest store in North America on Manhattan’s 34th Street.