Smashbox expands in the UK: omnichannel retail in focus
The store will reportedly feature various interactive elements: events in store like complimentary masterclasses and special appearances from influencers, alongside digital features like a ring flash selfie booth - offering consumers ‘ideal lighting’ for selfies.
It comes at a time when the emphasis on a ‘omnichannel’ retail approach - a seamless experience between online and offline shopping, boosted by digital tools - is becoming a top priority for beauty players.
Mobile first, but experiences too
Smashbox is one brand that’s made its intentions to lead via an omnichannel approach clear. In a recent interview with Olapic, the company’s E-Commerce Assistant Manager, Eunice Chun, spoke of the company’s push for ‘experiences’ in retail alongside digital.
“I know marketers are always saying mobile-first, but it’s something that continues to ring true, especially since consumers are becoming more and more impatient,” he said.
“Consumers are also looking for experiences, which is why personalization and omni-channel initiatives are becoming increasingly important. I think a well-executed cross-channel shopping experience would not only be convenient, but it’d be seamless, personalized, and relevant.”
Omnichannel: a must?
A recent report from industry trends group, Imogen Matthews Associates, put forward the idea that omnichannel retail and marketing is essential for beauty.
“Ominchannel anticipates a seamless user journey that can be initiated, dropped, resumed and completed at any touchpoint and in almost any order,” the firm explains.
“Consumers expect to move seamlessly between different channels and will abandon brands that don’t offer that experience.”
Indeed, Euromonitor International, a market research firm, recently noted that online offerings, even the best ones, are no longer enough.
“Digital marketplaces built on authenticity and a unique assortment have more than proven their worth and resilience, a blog post by analyst Hannah Symons explained. “There should be scope for professional expertise to be utilised as a selling tactic [...] especially as choice becomes even more overwhelming in saturated beauty markets.”
