The Face Shop rethinks shopping experience

Rupkatha Bhowmick

All-natural Korean beauty brand, The Face Shop – part of Al Ghurair Retail – has opened its new concept store in Mall of The Emirates, offering a unique shopping experience combining physical and digital elements. Located on the first floor of the mall, the 600-sqft store reflects a shift in the brand’s omnichannel strategy.

Also read: Retailing in the ‘blended’ consumption era

As global retail has undergone a major shift in the past few months, The Face Shop realises the importance of customer safety and the need to offer an engaging shopping experience. As such, The Face Shop has adopted several precautionary measures. One of the initiatives is the use of mobile POS (point of sale) to communicate product information and respond to shopper queries.

With the mobile POS, The Face Shop is able to execute a more personalised and dedicated experience using the latest technology available. It will enable customers to minimise physical contact, while enjoying a more interactive session. The approach will be replicated within the store’s checkout touchpoints as well. This is a first-of-its-kind initiative undertaken by The Face Shop at Mall of the Emirates, which will be implemented across the brand’s stores in the UAE and globally later in the year.

But, is it a bold decision to open a new store now, amidst uncertainty and low footfall?

“These are unprecedented times with many unknows. But we surely can’t lose sight of our big vision,” responds Shakil Chaudhry, general manager, Al Ghurair Retail. “We are doing everything to overcome multiple challenges by understanding and adapting. The Face Shop is an amazing brand and a perfect fit for Mall of the Emirates, where we look forward to achieving years of success.”

In a changing retail environment, The Face Shop understands the heightened importance of an efficient and effective omnichannel shopping experience. The brand tracks customer journey through all physical and digital touchpoints working towards connecting each step to offer an enjoyable shopping experience. “It’s an area that we continually evaluate as we develop our physical stores and e-commerce business,” states Chaudhry.

When asked how the definition of state-of-the-art store has changed due to the on-going crisis, Chaudhry observes, “Store designs are changing but not so much to do with the crisis, which will eventually pass. Generally speaking, brands are either embracing technology or becoming more emotional in design. For us, it’s about putting the customer first, ensuring we understand their needs, while keeping at heart the brand identity.”


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