.Sephora always tries to be ahead of the curve, here's what the company thinks the future of beauty retail looks like.
Twenty years ago, Sephora launched e-commerce, investing hundreds of millions of dollars in its supply chain, including warehouses and call centers to support online ordering.
But that early move toward digital seems to have paid off, accelerated by the global coronavirus pandemic that forced nationwide retail closures for several months this year. While the retailer’s competitors struggled to get supply chains in place to meet the overwhelming new demand for online purchasing, Sephora saw a 75 percent jump in digital sales and gained several points in market share.
COVID-19 has fundamentally changed consumer behavior, noted Rougeot. To that end, Sephora is working on a slew of ways for consumers to shop. “We call these ‘last-mile’ discussions,’ this in-between dot-com and stores where you’re trying to provide as much convenience to the consumers as possible that I think all retailers, not just Sephora or in beauty, are going to be critical down the road,” he said.
“Five years ago a store was somewhere consumers could play with product,” said Rougeot. “The number-one complaint we get now is that consumers can’t play with testers, but it’s probably not enough to justify stores. We need to find other reasons for stores to be around.”
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