Nykaa’s offline store, Beauty Bar is now in Bengaluru
At 650 square feet, Bengaluru’s first Nykaa store, Beauty Bar, may not have an inventory as comprehensive as its e-commerce site, but for beauty junkies who like to ‘try before they buy’, it surely is a godsend. The store boasts over 35 brands such as Estee Lauder, Clinique and Burberry. Adwaita Nayar, head of offline operations and daughter of CEO Falguni Nayar, tells us more.
How have the products been curated to appeal to Bengaluru customers?
Bengaluru is one of the top three markets for Nykaa, and we see that customers from here are discerning and up-to-date with the latest beauty trends. All our offline merchandising decisions leverage our online city-specific data with regard to best-selling cosmetic shades and fragrances.
What was the reason behind setting up offline stores?
We believe that our customers can benefit from offline touch-points in addition to the strong online presence we have. Today’s customer wants to move seamlessly from online to offline and back online. And that’s why providing that ‘omni-channel’ experience is a top priority for Nykaa.
What are some of the highlights of the offline store?
We are very excited to introduce an ‘On Trend’ wall in the Bengaluru Nykaa store. On this wall, we have used our online data — sales, reviews and ratings — to curate a selection of products that we think are trending. Our offline stores will also host weekly events — from get-togethers for customers, to makeover nights and sessions with skin experts.
What are your expansion plans for 2017?
Physical stores will be a top priority for 2017-2018. We’re experimenting with a few different formats and thinking about the roles technology can play in our stores.
Rs1,000 upwards. At VR Bengaluru, Whitefield. Details: 46524111