Sephora is continuing their UK expansion at Bluewater this year, with the beauty retailer announcing that their new store will be opening on Wednesday 27 November.
This latest site marks Sephora’s seventh store opening since its launch into the UK in 2022.
James Waugh, centre director at Bluewater, commented: “Since we announced that Sephora would be joining our brand line-up back in August, our guests have been eager to know the exact opening date.
“We are delighted to be able to share the official launch date with our community, and pleased that our guests will be able to visit the new store on their Black Friday and Christmas shopping trips. There is a real buzz around this opening, especially as the brand will bring multiple of the world’s most viral beauty brands to Bluewater for the first time.”
In an exclusive interview in the RetailX Global Beauty 2024 Report Alexandre Meerson, chief digital, data and technology officer EMEA for Sephora, explained how the retailer takes a holistic view of the omnichannel business.
“We don’t look at ecommerce or retail alone.” As a business, Sephora is seeing benefit in this change as responsibility to drive growth rests with the digital team, resulting in an already profitable channel “growing significantly”. It has highlighted the importance of investment online as well as offline.
Online, the focus is on personalisation, offering the right content, the right information, developing interaction and engagement while the focus instore sees the LVMH-owned business delivering services that go beyond verbal advice. This includes tools that help beauty advisors in their interactions with customers.
“We work hand-in-hand with the retail teams to make sure that when we implement something everyone is properly trained and we get feedback from the field. Each implementation has a business case which spans over the years, and this includes adoptions. So, it’s not about adding more features, but it’s implementing the right features and making sure they are properly adopted and used across the business,” said Meerson.
Read the full Meerson interview in the RetailX Global Beauty 2024 Report.
Meerson spoke to Emma Herrod about the beauty retailer’s success from its efficient and data driven approach to retail. It is guided by the constants of operational excellence, attention to detail, constantly reviewing processes, availability, sales ceremony etc, while at the same time, being driven by data, fuelled by traffic and customer relationships.
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