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Sephora launches smart beauty store

Sephora has launched Sephora Flash, its first ever smart beauty store.

GENERAL MERCHANDISE

Sephora launches smart beauty store

Working with electronic payments and transaction specialist Worldline, Sephora has chosen Paris for its first Sephora Flash store which aims to provide a seamless link between bricks-and-mortar shops and online shopping.

Customers can shop the 3,500 articles on display in the store while also browsing Sephora’s 14,000 items online via handsets and tablets.

With the aid of an NFC tag, customers can get further information on products and can also fill up their electronic basket. When they have finished, electronic and physical purchases are paid for in a single transaction with a Sephora beauty consultant. Customers immediately take the physically stocked goods away with them, while goods ordered on the screens will be available in store the next day or delivered at home.

Claude France, Worldline chief operating officer for France, said: "As in many other industries, retail is undergoing a digital transformation. To support this new shopping trend, Worldline has developed a unique solution for Sephora to launch the first digital beauty store. We're delighted to support Sephora in introducing this innovative concept while creating a new shopping experience for customers."

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