Brands that open their own free-standing stores can create a unique interactive, personalized and educational experience for consumers, according to a new analysis from Kline & Co.
"Ultimately, this creates a unique brand experience and fortifies the growth of a beauty brand in a highly competitive environment," the report notes.
This has been a highly successful strategy for Bath & Body Works, of course, but also for newer brands such as NYX, which has rolled out more than 10 digitally engaged locations across the United States.
These brands, Kline explains, know that consumer engagement boosts sales and therefore have crafted unique experiences. In addition, the strategy can be leveraged by brands seeking to establish a foothold in the US market. Recent examples include Sabon and Rituals.