Shoppers Drug Mart opened in-store beauty boutiques about 15 years ago. And three years ago, the retailer took its beauty department online.
When the site first launched Cathy Masson, vice president of category management for Shoppers Drug Mart explained that “the vision [of the site] was to create a unique online retail experience, all while keeping three things in mind: accessibility and reach, convenience through digital, and brand assortment,” as Cosmetics Design reported.
Brand assortment is one area where the newly launched site makes improvements over Shoppers Drug Mart’s earlier online beauty offering.
“Shoppers Drug Mart has fine-tuned the online beauty shopping experience by designing a platform for shoppers who are already purchasing both luxury and mass market beauty products,” says digital trends expert Amber Mac, in a media release announcing the new site. And in doing so, Mac believes the retailers is “giving [consumers] access to unsurpassed product selection and creating an easy and enjoyable way to do it anytime from where they live, work or play.”
When visiting the site, consumers can opt to shop “Luxury Beauty” (where brands like Dior, Clinque, and GlamGlow are available) or “Beauty” (where CoverGirl, Maybelline, Sally Hansen, and Aveno, among other brands, are sold).
The new shoppersdrugmart.ca/beauty is meant to give consumers a more convenient omnichannel experience. Consumers can use and earn points on the site, are eligible for free shipping when they spend $50 or more, can return online beauty purchases in store, and enjoy sample and gift-with-purchase items when they buy prestige items.
"Canadians look to us every day for beauty products, tips and inspiration,” Kelly Jessop, vice president of mass beauty at Shoppers Drug Mart, tells the press. “Our goal is to provide them with an amazing, convenient experience wherever they want to shop with us.”
“In addition to providing the best selection of top and on-trend beauty products from Canada and around the world,” says Jessop, “Shoppers now brings together the largest assortment of mass and luxury beauty products in a single online destination, making it easier for Canadian shoppers to find their favourite beauty products and discover new favourites.”
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.