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environment, which then remains fixed in the minds of the customers. Experiential stores created with this strategy will become beauty destinations for learning and fun.”


Masterclasses and panel talks with influencers and journalists can provide vibrant ways to attract and entertain customers. But Selvey says, “It’s about creating those stores that are flexible, and regularly rotate events and their use of space so that it can be utilised as much as possible.”


Michelle Smith ‘‘


The importance of re-thinking human service is critical for future retail


experiences Michelle Smith, Executive Business Director, Landor & Fitch


desirable for consumers who are looking for the expertise and advice that they have been deprived of during the pandemic, says Smith: “Beauty retailers should consider how touchless, phygital innovation can aid the service journey in-store.” Smith notes that Space NK has recently launched an invitation-only concierge service called Beyond, offering standard loyalty experiences such as birthday gifts, complimentary shipping, events and priority access, as well as a dedicated personal concierge for bespoke beauty advice that extends to at-home services, blurring the in-store and online brand experience. Going further, beauty retailers should seek to elevate human service, and enable beauty advisers to become ‘health guardians’ too, says Smith, helping to facilitate customer safety through limiting touch, or cleaning and hygienic measures.” There are also opportunities to support customers with their self-care. Westfield’s survey found that 78% of consumers are interested in health experiences in-store, up by over 20% from 2019. Sartoretto Verna predicts that shops will act as hubs of discovery and places of entertainment, for gathering and pleasure: “The experiential shops will be the most attractive, where there is not only the product but a whole series of playful and educational activities carried out in a special


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Combining offline and online Connecting the physical, human experience with the online and digital world will also be vitally important. Smith says retailers can consider augmenting the trial experience via virtual try-on tech; connecting platforms via the use of solutions like QR codes; and utilising loyalty data to make product recommendations and push to experiences such as in-store events. “In-store tech experiences should connect customers to social media channels and content, and link the online eco-system and e-commerce platforms to in-store ‘phygital’ experiences,” explains Smith. “The new Brown’s Farfetch ‘Store of the Future’, which opened on 12 April in London, sets an ambitious goal by creating an omni-channel luxury experience that bridges the online and offline worlds in a customer-centric way. The store focuses on creating personalised, data-led solutions for customers alongside retail entertainment experiences to drive enjoyment.” Other new hybrid physical-digital stores include Shiseido’s Beauty Square store in Tokyo, which offers digital virtual 3D avatar experiences and livestreaming, and Beautycounter’s new Los Angeles store that features a studio that will create shoppable content to be livestreamed on multiple channels, enabling customers to shop the store online and in real life.


“Innovation must focus on delivering memorable brand experiences to be truly successful,” says Smith. “Retailers should always start with the consumer. Begin by considering what customers need in an evolving Covid-19 normal reality, and how your brand can meaningfully deliver it”


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It is important to invest in the store experience, which is made up of product curation, testing and education from the moment the consumer walks inside. Freddie Sheridan, Director, Sheridan&Co


Beauty retailers should focus on how an evolving content strategy, and flexible digital touchpoints can be deployed in-store to continually offer newness and ‘wow’ moments and really drive brand desire. Michelle Smith, Executive Business Director, Landor & Fitch


May 2021 cosmetics business 7


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