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In London, Glossier combines a trendy shop with a highly efficient customer journey.

Matthieu JOLLY
2 minutes

With its concept of an instagramable point of sale where the customer becomes an influencer, this American cosmetics brand secures a continuous flow of potential buyers who are sure to be converted by a successful customer journey.

For its first store outside the United States, the cosmetics brand is investing in the heart of London. Although the house at 43 King Street dates from the 17th century, the brand is still very young. Emblematic of the Digital Native Vertical Brands, its story began in 2014 when, on its founder, she presented the very first product on her beauty blog Into the gloss. Success was immediate as successive fundraisers allowed him to afford prestigious settings. We play influencers while customers wait in line outside. Once inside, they can have fun taking advantage of a customer journey of rare and formidable efficiency.

Why visit Glossier?

1. Share with the community

Widely followed on social networks and carried by Instagrammers, the brand invites you to play influencers. Strike a pose in front of one of the brand’s signature “You Look Good” mirrors in store, and post on Instagram!

2. Trying on beauty products

Go from table to table to discover all of the brand’s ranges. Here, all products are testable! You can try them alone, with your friends… but also ask for advice and opinions from the saleswomen who will be happy to help you.

3. Pay
on the shelf

To make the place really unique, the brand has removed the boxes!

Your choice is made, call a saleswoman. Equipped with her tablet, she cash you in the department, without having forgotten to ask you your first name.

4. Recover purchases

Your paid purchases, head to the collection point. Prepared upstairs, your order is delivered to the pick-up point thanks to an ingenious conveyor belt … with a nice touch: your first name written by hand on the sachet.

5. Fall for a goodies

Fan of Glossier? Do a good deed by purchasing an exclusive passport holder. A fifth of its price is donated to the Hatch association which helps impact entrepreneurs get started.

Matthieu JOLLY
Facing with the changes in retail, today's innovations help Matthew to think about tomorrow's relationship between the brand and the consumer.
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