Shoppers are increasingly swapping the in-store experience for online, so how is Sephora managing to not just avoid the crisis but also boom? The beauty powerhouse owned by luxury conglomerate LVMH has more than 2,300 stores across 33 countries and it’s showing no signs of slowing down.
Bloggers, YouTube stars, influencers and virtual help desks are replacing sales assistants whose customers now know more than they do about the latest trends and product offering. It seems brand loyalty is on the out and the try-more-buy-more philosophy is in.
Consumers no longer want the hard sell experience of department stores. They want the autonomy of Sephora, which is staying ahead of the game with tech-savvy apps that provide the same expertise as a retail assistant without the pressure. Customers can now scan their faces with colour matching devices or visit digital workstations to watch tutorials on contouring or brows.
With the emergence of MECCA Maxima and beauty outlets such as Price Wise and Love My Make-Up rapidly expanding, it seems New Zealand’s beauty landscape is following suit and is in for a shake up!
