Sephora store at IFC mall reflects the phygital world

The new Sephora store at IFC mall which opened this week represents the global beauty retail brand’s current focus on creating a phygital experience – merging the physical and digital points of engagement with customers.  “Today’s customer experience begins on the mobile, which is why the main part of the store is dedicated to the experience to draw them in,” explains the store’s designer, Paris-based Hubert de Malherbe. “The transaction is built at the back of the store and w

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