Sephora in Deer Park, Illinois
Editor’s note: This installment of “Shopping With Steve” was executed by Tim Binder, executive editor of Shopper Marketing magazine.
At the Path to Purchase Expo in October, we noticed that beauty/cosmetics retailer Sephora was mentioned repeatedly – as much as any retailer beyond Walmart and Amazon. Everything said was positive and I was intrigued, especially since I had never visited a Sephora store. From what I have heard and read, Sephora is doing a lot to lure shoppers to stores. Its highly regarded mobile app informs users of in-store events and classes as well as promotions, and the retailer's social media activity is substantial and engaging.
Later in October, I made a point to visit a store – the Sephora at Deer Park Town Center in suburban Chicago. The store itself is attractive and inviting, starting with the iconic exterior. The inside is quite impressive as well.
- Sephora Skincare Favorites. "Clean" skincare and wellness brands as well as "beauty's rising stars" are showcased on the "Sephora Skincare Favorites" wall. The kiosk lets shoppers search for product based on their skincare needs.
- Find Your Fragrance. The kiosk in the "Find Your Fragrance" section allows shoppers to browse "over 7,000" fragrances. "Lift to sniff" diffusers let shoppers smell four specific fragrance families.
- Benefit Cosmetics. Benefit's namesake brand occupies one side of a gondola in the high-traffic area leading to checkout. The display features its own mirrors for shoppers to test the product.
- Sephora Collection. Another gondola adjacent to checkout features the retailer's own brand, the Sephora Collection. Both sides of this display stock cosmetics.
- Beauty Studio. Sephora's makeup artists perform free 45-minute makeovers in the store's Beauty Studio, but a $50 purchase is required. Clients make appointments online or in-store, and the artists determine which brands/products are suitable for the makeover.