Sephora stores in Westfield White City, Birmingham Bullring and the Trafford Centre will all pilot the change
Three stores will take part in the new initiative(Image: Sean Hansford | Manchester Evening News)
Sephora has revealed that three of its outlets will trial a new initiative aimed at creating a more inclusive in-store experience for shoppers.
Sephora Stores in Westfield White City, Birmingham Bullring and the Trafford Centre will all take part in the retailer’s new 12 week ‘Quiet Hours Pilot Project’.
During ‘Quiet Hours’, Sephora stores will make small changes to their outlets to create a more welcoming environment for any customers who may benefit from a calmer and less sensory-stimulating shopping experience.
Stores will reduce in-store sensory stimulation by dimming store lights, lowering or turning off music, and minimizing the static digital screens present in-store.
Through the initiative Sephora looks adapt to different customer needs to improve shopping experiences for all.
Sephora UK managing director, Sarah Boyd, told Retail Gazette: “We recognise that there are different needs for our customers when it comes to their shopping experience, and we want to ensure we can welcome everyone into our stores in the way they would prefer.
“Over the last year, we have really listened to consumers and our in-store team who have expressed how overwhelming the store environment can be at times. We recognise that our stores can be very busy, which is a great source of pride of course, but we also know that this can be intense for some shoppers with sensory concerns.
“We are exploring different ideas and formats to appeal to all the beauty lovers from all walks of life and age groups and are always open to feedback and ideas.”
The new initiative follows both openings of Sephora Birmingham Bullring and Sephora Trafford Centre last year.
‘Quiet Hours’ will include dimmed lights, quieter music and minimised digital screens (Image: Manchester Evening News)
The Quiet Hours Pilot Project began this week on 8 April and will run up to 26 July in all three participating stores.
Sephora Stores with ‘Quiet Hours’
Birmingham Bullring
8 April – 26 July
Every Tuesday and Thursday 10am – 12pm
Trafford Centre Manchester
8 April – 26 July
Every Tuesday and Thursday 10am – 12pm
Westfield White City
8 April – 26 July
Every Tuesday and Thursday 10am – 12pm