This article from OceanX CEO & Founder Georg Richter was originally published on Total Retail.
More and more brick-and-mortar retailers are jumping onto the subscription bandwagon. Take Sephora, for example: When the makeup retailer launched its subscription box, PLAY! by Sephora, customers felt like they were pushing “play” on a customized mix from someone who knew all their favorite songs.
Each box includes five deluxe cosmetic products, from old favorites to new discoveries, curated by trusted experts. Subscribers also get access to exclusive video content, a PLAY! Book full of beauty advice, passes to redeem for points toward future purchases and one-on-one tutorials, and an invitation to PLAY! Dates — exclusive events just for them.
The box spurs traffic to stores and invites customers to join a larger community centered on cosmetics. In short, with PLAY!, Sephora has harnessed the larger retail trend of going beyond a mere transaction to build a holistic experience around its products — and other big retailers are following suit. Read the full article here.
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