New brands, new store design, herald a new format BeautyBoutique.
Location: BeautyBoutique (Shoppers Drug Mart), Toronto Eaton Centre (220 Yonge St., Toronto, ON)
When I was a child, every Christmas my father and I would go
down to the Eaton's fragrance department and purchase a bottle of perfume for
my mother. Back then it would never have occurred to us to visit a drug store
for that purchase. However, in today's much changed retail landscape,
drugstores are increasingly becoming the destination for customers seeking high
end fragrances and cosmetics.
Leading this retail revolution has been Shoppers Drug Mart,
who launched their BeautyBoutique format over ten years ago. Now found in hundreds of locations across the country, BeautyBoutiques are
dedicated cosmetics departments within selected Shoppers Drug Mart stores that
feature many of the same brands once exclusive to department and specialty
stores. The boutiques are partially separated from the rest of the store and
feature modern fixtures, soft lighting, and self serve units.
Last year Shoppers opened the first of what it is calling an
"enhanced" BeautyBoutique, at Bayview
Village. This concept brings in
new brands like Chanel cosmetics while providing a larger store footprint and a more
refined shopping environment. A week ago a second location opened at the Toronto
Eaton Centre.
"Our goal was to design a unique and inspiring
experience leveraging our customer insights in beauty while also integrating
emerging customer trends," said Domenic Pilla, President and CEO,
Shoppers Drug Mart in a press release. "Shoppers Drug Mart has always pushed the envelope
when it comes to the beauty category and as a result we have become the market
leader in mass and prestige cosmetics, fragrances and skin care products and
the beauty destination of choice for Canadian women."
Toronto Shopkeeper visited the Toronto Eaton Centre location
to discover Shoppers Drug Mart's new experiment in beauty.
Design: Those who have visited a BeautyBoutique in the past
will notice a distinct stylistic difference here. The finishes look sleeker,
brands are presented on mini walls throughout the store rather than chiefly along
the walls, and the lighting is more ambient and hung from staggered beams in
the ceiling.
The general feel of the boutique is almost that of a Sephora
store, which is not surprising considering that Sephora has been aggressively opening Canadian store locations. After initially opening in the
country's top tier malls, Sephora has been spreading to secondary and regional
malls. If Shoppers wants to compete in malls then this new modern format is its
best weapon.
Front and centre is a cash wrap and welcome station with
make-up artist brand Smashbox featured near the front window. Products are
merchandised by brand with a dedicated men's wall of products. At the back of
the store a fragrance corner features self service units as well as a unique
testing table. Nearby is a brightly light, spa-like, "derm" area
featuring brands like Vichy,
Clairsonic, and La Roche-Posay.
Merchandise: It has to be acknowledged how far Shoppers has
come with its merchandise assortment. Gone are the days when a high end brand
wouldn't dream of selling to Shoppers, indeed many now routinely launch new
products at the retailer. Where once a drugstore featured a few tired old
brands behind lock and key, now shelves of top selling brands invite customers
to test, touch, and buy.
Shoppers Drug Mart's now decade long evolution of its BeautyBoutique concept convinced vendors that their image was in safe hands. However, stigma did still remain and in 2008 Shoppers launched their Murale chain, a beauty only destination that managed to lure brands such as Chanel, Yves Saint Laurent, and Bobbi Brown. Two Murale stores have since closed, and I wonder about the fate of the remaining six locations now that Shoppers has proved it can handle high end beauty.
Unique to this enhanced BeautyBoutique format are brands
such as Chanel and Yves Saint Laurent, who have comprehensive offerings here.
Service: On an early weekend morning, three associates were working in the boutique space. They moved from area to area, cross selling
across brands, unlike in traditional department stores where a consultant is
often responsible for one brand.
"We introduced this new concept all while holding true
to our principles of knowledgeable and unbiased service in an enjoyable and
convenient shopping experience," said Cathy Masson, Vice-President
Category Management. Shoppers has prided itself on training its beauty
consultants to be independent brand ambassadors, and to sell objectively and
without bias (another Sephora signature here).
Not surprisingly a big draw for customers is the Shoppers
Optimum program, which allows customers to earn and redeem on almost anything
in the store. The program has over 10 million members (that's almost one in
three Canadians) and now e-mails customers personalized offers.
Online: Shoppers recently launched a dedicated
BeautyBoutique page which features selected product information and a brand
finder. While it does not currently offer e-commerce, its Murale sister does
(and also accepts the Optimum program). I can't help thinking that Shoppers
could be an online powerhouse if it married its online Murale beauty platform with
a site selling both its private label and mass market products. Comparable UK
drug store Boots has just such a site where you can buy everything from Gucci fragrances to diapers.
Grade: 85%
Lost marks for: Lacking an e-commerce platform as it's such a
wasted golden opportunity. Also while being on the mall's lower level near a
subway entrance is no doubt good for traffic, I wonder if there might not have
been a better location in such a large mall.
Gained marks for: Doing what it does best. Featuring great
brands in an inviting store environment with good staffing.
