Paris – Sephora has opened its first Flash store, a smaller, connected format designed to complement the mobile shopping experience.
The new concept store features a range of digital technologies, including digital discovery tables, a virtual shopping basket and every Millennial’s must-have accessory – a selfie mirror.
When customers enter the store they collect a card with a bar code that acts as a virtual shopping basket. They can shop from a core range of cosmetic staples, while a digital catalogue featuring 14,000 items will give them access to the brand’s full inventory through a click-and-collect delivery service.
The store has no perfumes in stock. Instead, a wall of testers come with Near Field Communication tags so that customers can sample the scents and then scan the tags to display product information on screen as well as place a digital order. Items purchased via a digital order can be delivered to their home or picked up the next day in the store.
Brands must build a Total Retail experience by streamlining channels into one channel of purchase. For more on creating seamless transactions, watch our video Inform with Alex Gledhill.