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Retail credit: istock The connected store Joining the dots There is much talk about the connected store. BW Confdential analyzes what it means for beauty by Naomi Marcoulet here are different paths to buying beauty, Karen Grant. “Retailers that provide immediate she comments. Tbut if retailers are to align with consumers’ mobile-enabled fulfllment in conjunction with This approach is key for Sephora, which has shopping habits these paths will need to be their in-store service win by having consumers championed digital retail strategies. Earlier this connected. This is all the more crucial given the see them not just as a showroom but also as year the company unveiled the Innovation Lab, impact of digital strategies and trends in mobile an advisor for their beauty needs,” says Grant. a program to foster digital innovation. “We shopping. “Look at the beauty news, there The connected store will of course make more are focusing on new, digital innovations that are more innovations around this connected personalized responses possible, she adds. are truly helpful to our customers and not just approach. The most exciting news is L’Oréal “The holy grail of retail for the future is the trendy technology,” says Bridget Dolan, vp of entering 3D printing for skin tissues,” points seamless integration of technology to heighten Sephora Innovation Lab. “For example, we out Planet Retail retail analyst Denise Klug. the personalized service element.” noticed our online customers were watching How can retailers create a connected store For Christine Milan digital agency Razorfsh product how-to and brand videos on product that works? “[Retailers need to focus on] co-director for strategy and innovation, it pages before they purchased. In response, we mobile, speed and agility, catching trends is about understanding what is out there. now offer a similar experience in-store with the early and offering the range and fexibility that “Brands just need to understand what it augmented reality feature in our Sephora To consumers are increasingly demanding,” points is possible to do and how it can help their Go app. Our new Beacon technology aims to out NPD Group global beauty industry analyst business and infuence customers’ decisions,” guide customers in-store, including reminders 68 November-December 2015 - N°24 - BW Confidential