Sephora will be one of the first beauty departments to successfully bridge the online/in-store experience. In its new San Francisco store, Sephora created stations called the "Beauty Workshop" where customers can watch video tutorials, take a class with a Sephora team member and share content online.
The new store will also feature the Digital Beauty Board, a shoppable screen that plays user-generated content coinciding with current trends.
These additions will offer relevant content to consumers in-store, which was previously relegated to only online. Sephora will be tapping into the latest digital beauty trends and bringing them in-store - thus bridging the gap between side-line interest and active engagement, which will lead to increased purchases.
It will be interesting to see how this plays out over the next few months as its the first beauty store of its kind. The beauty industry does a great job of creating a truly omnichannel experience and hopefully other brands outside of this industry will take note!
http://digiday.com/brands/look-inside-sephoras-digitally-driven-next-generation-store/
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