“As the country’s leading pharmacy, health and beauty retailer, we’ve been looking for an opportunity to trial a differentiated beauty concept that will enhance and elevate our customers’ shopping experience,” says Rachel Wrigglesworth, Clicks chief commercial officer.
“We’re excited to unveil a personalised space where our beauty customers can ‘feel good’, have fun and spend more time engaging with their favourite beauty brands.”
The Fourways store features a beauty space that’s larger than the current beauty format. It includes new and improved brand fixtures housing the latest new ranges, as well as extended ranges across skincare, colour cosmetics, fragrances and bath and body products.
It’s also an interactive zone with differentiated flooring, specialised lighting and great music.
Makeover stations with ‘selfie mirrors’ actively encourage customers to spend more time interacting with products, while an expanded team of beauty advisors is on hand to assist customers with all their beauty needs.
This revamped store format is in line with international beauty retail trends, which have recently seen the likes of Bloomingdale’s and Neiman Marcus reinventing their in-store flow and offering.
While education has long been part of the traditional beauty counter experience, new store designs are being conceived of as interactive playgrounds, allowing customers to touch and feel products, to create ‘Instagrammable’ moments, and to shop with as much or as little guidance as they choose.