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Five Steps To Creating The Perfect Retail Experience

Traditional retail is no longer just about selling: it’s about experiences. Here’s how the Kiehl’s store on Paris’s rue de Sèvres is doing retail right.

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1. You have to own it

For a retail experience to be successful, it has to convey a brand’s identity. Often there is a symbiotic relationship between the two: establishing a strong retail experience can contribute to defining a brand’s key character traits.

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““Little decorative details such as the antique medical books and pharmacy jars recall the brand’s origins as an apothecary in 1851,” explains Store Manager Gaétan.

“If I had to sum up the brand, it would be a blend of scientific expertise and fun. And I think that’s something the store really captures.”

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Products adapted to the local market add a unique touch to the rue de Sèvres store

2. Make it unique

So the quirky, colourful decoration really says Kiehl’s, but it’s not just a few accessories that make the Kiehl’s retail experience truly memorable.

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A Harley Davidson on display in the store: motorbikes were a passion of the Kiehl’s family and have become part of the brand’s DNA
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Assistant Manager Anastasia at the Men’s Refuel Bar

3. Make it personal

Choosing your own wrapping is just one example of a fundamental aspect of the Kiehl’s retail experience: personalisation.

“Kiehl’s in one word? It would have to be service.”

“Kiehl’s in one word? It would have to be service.”says Anastasia, the store’s Assistant Manager. “Whenever a customer comes in we really take the time to listen, to understand their needs and desires and then offer them the products that we believe are most suitable.”

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Gaétan at the Skincare Consultation Bar
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A selection of testers at the Skincare Consultatuion Bar: “try before you buy” is a key part of the Kiehl’s retail experience

4. Go beyond

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The Kiehl’s delivery van

5. Build a community

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The “Customer Favorites” section highlights the top-selling products in different countries.

To find out more about Kiehl’s DNA & history:

Further reading:

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