As more of the shopper journey takes place online, beauty players are accelerating their digital transformation. Here's how tech solutions can help store operations and e-commerce leaders in the beauty space adapt.
Store closures pushed beauty brands and retailers to rely more on digital channels, blurring the lines between the physical and digital storefronts. Meanwhile, consumer expectations for things like faster delivery times and novel, personalized experiences have continued to rise.
Despite stores reopening, the beauty retail experience has permanently changed in many ways. For instance, customers are still wary of using shared testers for product sampling. Further, the omnichannel journey is more important than ever as brands look to create a seamless, tech-enabled experience for customers online and offline.
Sephora is one of the most prominent beauty retailers in the world, with over 2,600 stores across 35 countries. The company has been explicit about its goal to make the e-commerce and brick-and-mortar beauty experiences engaging, interactive, and easy for consumers — but it’s not the only one.
Below, we take a look at how tech companies are unbundling Sephora and the broader beauty retail experience by focusing on product discovery, the omnichannel experience, and personalization.