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Sephora’s ‘next-gen’ site mixes high-tech tools with the human touch

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On September 23, Sephora unveiled its first Asia Store of the Future in Singapore. The 426-square meter space was three years in the making, envisioned to be the next-generation store with “technology at the heart of its design”, said Alia Gogi, President of Sephora Asia.

The new store is the result of the omnichannel retailers’ research and study to understand how technology could help “unlock” the beauty consumers’ journey.

“Everything that we do at Sephora starts and ends with our consumer. We are obsessed about the consumer journey and that guided our approach when we think through the solution to unite, inspire, and connect our community of beauty lovers,”Gogi said.

Using technology, Sephora’s new store gives shoppers access to a wealth of information, be it skin care recommendations through the Skincredible app, or digital QR-code touchpoints where they can access over a million consumer reviews.

The new store is also Sephora’s first-ever store in Asia that is equipped with a fully mobile checkout process.

Stores can no longer be just a point of transaction because there are so many options for consumers to transact so experiential retail is absolutely critical. Customers today come into our stores to be inspired, learn and discover and that is what Sephora has always been known for – our unparalleled curation of beauty products and the expertise of our beauty advisors,” Gogi said.

The beauty of the human touch

While there is an increasing need for digital touchpoints in brick-and-mortar, the human touch is just as crucial, Gogi added.

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