Sephora will install the first lockers in its central stores in the first half of 2025, following the company's implementation in other European countries.

WHERE THEY WILL BE PLACED

Maria Delagrammatika, the Retail Operations Director for Sephora in Greece and the Balkans, informs BnB Daily that the company plans to install the first internal lockers in central Athens stores, with the goal of enhancing the consumer's shopping experience and enhancing the convenience offered by the online channel. Sephora has placed lockers in Norway, Italy and Spain, and as Ms. Delagrammatika emphasizes, Greece is "moving forward very dynamically" among the countries in the company's network.

ECOMMERCE AT 12% OF TURNOVER

"We are taking steps to strengthen ecommerce, which is our first store in Greece, as it represents 12% of the company's total turnover," she explains. As Ms. Delagrammatika said, Sephora's strategy to enhance the shopping experience combines targeted moves, both online and in the physical store. 

The company's omnichannel strategy is quite rich, and the Greek subsidiary's team has succeeded in making consumers perceive marketing actions across all channels, having a 360-degree experience. 

"CLEAR CONSUMER PATH"

As he explained, following the pandemic, consumers' buying habits have become more clear, leading them to seek both online and offline shopping experiences. In this context, the company launched new solutions such as click and collect in stores, while the integration of Greece's app into the European platform from 2021 also helped boost turnover in the domestic market.

Sephora's goal is to strengthen ecommerce, as both channels are running at double-digit growth rates. This year, in fact, will be one of the most successful, with profitability being the best ever on both channels.

RIVER WEST

It is worth mentioning that Sephora's store network currently has 29 stores, while on January 24 it will reach 30 locations in Greece, with the opening of the new point in River West. The strategy of the Greek subsidiary is to open 1-2 new points every year in Greece.