SEPHORA OPENS SMALLEST AND MOST DIGITALLY ENABLED STORE YET

Beauty retailer Sephora has opened a new store in Boston that not only serves as its smallest footprint yet, but also its most digitally enabled space. At the heart of that are iPhone 7 devices for all of the advisors set up in a way so as to service shoppers with product information and reviews, appointment check-ins, looking up their loyalty or “Beauty Insider” status, enabling point of sale rather than queuing up at the till, and more.