The U.K.-based retailer is developing its digital-first strategy by designing a beauty shopping experience that is interactive, sociable and educative

British department store Debenhams is embracing flexible retail design and digital integration with what it is calling ‘Beauty Halls,' a unique section occupying 15% of its new store in Watford town center in the U.K. The newly unveiled space hosts a mix of interactive experiences that encourage customers to explore beauty products through a Beauty Clubhouse, Glamour Garage, Mini Bar and specialized “labs” focusing on hair, skin and perfumery.

Mixing education and the power of discovery, The Beauty Halls embrace alternative modes of shopping, offering daily events and tips-sharing sessions from brands like Clinique, Benefit and Urban Decay. Part of the programming also includes ‘Treat Me Tuesday,' a day for free beauty treatments aimed increasing foot traffic during the mid-week slump many stores experience.

Furthermore, the halls are digitally-enabled, allowing for an easy-to-navigate and immersive environment where customers can explore and experiment with new beauty products as well as learn from experts.

Debenhams


Lead image: Debenhams via Facebook

British department store Debenhams is embracing flexible retail design and digital integration with what it is calling ‘Beauty Halls,' a unique section occupying 15% of its new store in Watford town center in the U.K. The newly unveiled space hosts a mix of interactive experiences that encourage customers to explore beauty products through a Beauty Clubhouse, Glamour Garage, Mini Bar and specialized “labs” focusing on hair, skin and perfumery.

Mixing education and the power of discovery, The Beauty Halls embrace alternative modes of shopping, offering daily events and tips-sharing sessions from brands like Clinique, Benefit and Urban Decay. Part of the programming also includes ‘Treat Me Tuesday,' a day for free beauty treatments aimed increasing foot traffic during the mid-week slump many stores experience.