Opportunity Analysis - Instore Environment

In store Environment:

From our primary observational research that took place in London including a visit to the Shu Uemura store on Neal Street, we found that the store currently does not provide an interactive experience for the consumer based on the products. The store currently allows consumers to be given a makeover by one of the Shu Uemura representatives using the products but does not allow them to engage within a lifestyle experience.

The layout of the store features counters displaying the products allowing consumers to observe and test, but goes no further in engaging them into a lifestyle.
An opportunity for the brand would be to improve the in store environment by expanding on the interactive aspect already present in the store. To reinforce the history and rich heritage behind the brand, an emphasis could be on the ‘path to beauty’ and the steps involved in creating the Shu Uemura makeover. This will be expanding on the makeover consultation that already exists within the store but translating this into an experience which would keep the consumer fully engaged so that a purchase is made at the end of their visit.

This high level of interactivity and concept of creating an experience for the consumer can be conveyed through the visual merchandising of the shop window, internal displays and the use of the walls of the store which in-turn proves a solution for the lack of history and heritage shown throughout the current in-store environment.

Rebecca.