If you’re like me then the idea of prestige brands like Chanel being at Shoppers Drug Mart would be a dream come true. I mean Chanel + Shoppers Optimum Points Redemption = Heaven right?! Well guess what? Our dreams have come true!
This week Shoppers Drug Mart unveiled its enhanced beautyBOUTIQUE™ at the Toronto Eaton Centre. Featuring 21 prestige brands, this will be the second Shoppers Drug Mart location in Canada to offer customers an elevated prestige beauty experience. The 4,000 square-foot beautyBOUTIQUE features new fixtures, digital signage, an enhanced fragrance and derm areas and provides customers with a luxurious retail environment complemented by a wide assortment of prestigious brands.
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. “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.
The design was inspired by a gift box and the idea of unravelling a ribbon to reveal the present. The ribbon concept can be seen in the elements of the store design including the digital signage wrapped around the boutique and the finishing elements extending over the fixtures to the ceiling. The boutique’s design allows customers to feel comfortable browsing in an environment that is modern, sleek and interactive while also catering to their need to complete their shopping quickly.
“It was the right time to evolve and enhance our concept to modernize the fixtures, adapt to changing shopping behaviours, incorporate new communication vehicles like digital signage and grow our brand assortment to include new prestige vendors,” said Cathy Masson, Vice-President Category Management, Shoppers Drug Mart. “We introduced this new concept all while holding true to our principles of knowledgeable and unbiased service in an enjoyable and convenient shopping experience”.
In addition to a newly designed beautyBOUTIQUE, the renovated store in the Toronto Eaton Centre will continue to offer a wide assortment of health, beauty and convenience essentials including the full service pharmacy and a Canada Post outlet.