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Helen Kupfer-Haas

Today’s innovations that make the shopping of the future

Parodying Brazilian singer and composer Lulu Santos, “nothing from the past will be again in the same way it once was..." This is also true for cosmetics outlets.

In my previous article, I dealt with the evolution of retail channels, but we already know that these transformations will no longer take the form of an absolute model.

Chain stores should question themselves on: Who are they serving? How to combine physical points of sale and technology? And how to reconcile the different models?

Many answers to these questions might be found in the sensational experience offered by the new point of sale inaugurated on October 21 in central Paris: Sephora Flash.

The Sephora retail chain that belongs to French luxury giant LVMH, already launched a few months ago a “Click and Collect within less than 3 hours" service and now proposes a completely new model, where the huge offering of the channel can adapt to smaller physical spaces.

Sephora offers "a unique and unprecedented shopping experience" in five steps:

- Step 1: When entering the outlet, the customer receives a digital basket (in the form of card) and a physical basket to collect its purchases.
- Step 2: The customer can search for latest releases, classics and exclusive products both in the physical space and through digital gondolas, tablets and interactive kiosks. Well trained shop assistants are at the customer’s disposal when help oor advice are needed. Purchases can be completed using any of the proposed in-store services: a make-up bar, an eyelash bar, the Make Up For Ever bar, the Benefit Brow Bar and the Nail Play area. The shop also features a Flash Bar where one’s can make selfies in front dedicated mirrors. Phone chargers and sample distributors (in addition to the product mix, the originality of the service is the strength of the brand).
- Step 3: Pay for all purchases, both physical and digital ones.
- Step 4: Then consumers can immediately bring their physical purchases and select the delivery mode of its digital purchases: home delivery or in store pick-up.
- Step 5: Before leaving it is possible to choose desired samples in the "Mini Beautic" digital distributor.

The outlet really offers customers a playful area and the feeling they have access to the entire scope of new products, they are free to test products and to get advice from the shop’s team in a futuristic environment confirming that technology can indeed be human service. This shop will certainly stimulate the market to accelerate its reflection regarding its (re)invention.

Sephora Flash: 66, Rue de Rivoli, Monday to Saturday from 10.00 am to 10.00 pm.

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© 2015 - Brazil Beauty News - www.brazilbeautynews.com

about Helen Kupfer-Haas

Helen Kupfer Haas is a commercial and marketing consultant and distributor for luxury goods between French and Brazilian market. She’s the founder of HKH Brand Boosting, a commercial, marketing consultancy and communications company focuses on luxury lifestyle brands. Helen is also co-founder of ParisMania, a website which organizes among other tours and networking for perfumery, beauty and luxury professionals in Paris.

Agency’s website: www.parismania.com.br

Linkedin : HelenKupferHaas

https://instagram.com/parismaniaofficial/

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