It seems that to have a beauty spa in your department store is quite the fashion accessory du jour.
John Lewis in the UK have recently cashed in on the same trend that has been taking over department stores worldwide for the last 2 years.
Following in the footsteps of JC Penny in the states, Nordstrom's 'Spa Nordstrom', Harvey Nichols 'Beyond MediSpa' and KaDeWe's 'Nail and Foot Spa' in Berlin, John Lewis is set to open a series of beauty spas and hairdressers to its larger stores from next year seeking to create more retail theatre for its customers.
Retail Expertise managing director Michael Poynor said: “Improving in-store experience is essential for a department store. It has got to be a good experience, otherwise you’re just going to sit at home on your laptop.”
Never have truer words been spoken. In an age where everything from washing machines to hairclips is available online and delivered for FREE, retailers are having to find more interesting ways to engage customers to shop their bricks-and-morter stores.
Verdict analyst Maureen Hinton said: “Retailers are increasingly looking to add value to the store experience - not only to create difference from online, it helps drive footfall and keeps customers in the stores for longer.”
In fact it won't be long before a trip to the mall will soon be as visual and sensory as a trip to Disney World!
Still if it means I can get a cheap pedi, a fancy new hair do, a free skin diagnosis and interact with a coupon wall, I might just draw myself away from Firefox!
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