In an industry-first move, Sephora Malaysia is introducing mobile point-of-sale (mPOS) checkouts across all of its 17 stores nationwide. This innovative move is part of the beauty retailer’s commitment to creating best-in-class shopping experiences for its customers.
The first Sephora outlet to be predominantly driven by mPOS is its KLCC store, which utilizes AMS1 terminals designed by global financial technology platform Adyen. This integration lays the foundation for a truly flexible customer experience, enabling Sephora to create more efficient, personalized, and frictionless shopping journeys.
Taking cues from consumers’ online shopping behaviors, Sephora KLCC’s mPOS revolution is part of a wider effort to implement in-store digital enhancements that offer ease and convenience to customers. The handheld AMS1 terminals, wielded by Sephora’s roving beauty advisors, enable customers to complete their transactions from anywhere within the store, effectively minimizing the inconvenience of lengthy checkout queues.
Sephora’s partnership with Adyen began in 2017 with online payments and has since evolved to encompass in-person payments. By integrating in-store and online payments, Sephora gains comprehensive transaction oversight across all channels, giving them valuable insights into the diverse spending habits of its customer base. By leveraging these insights, the beauty giant can roll out strategic marketing initiatives, product offerings, and loyalty programs that meaningfully resonate with its target audience.
Redefining Efficiency and Personalization
“Adyen’s mission is to bridge the technological gap retailers face in creating consumer-centric experiences,” said Soon Yean Lee, Country Manager, Malaysia, Adyen. “Our mPOS system was carefully designed to enable customization and seamlessly integrate with businesses’ existing operations. With Sephora, we are thrilled to be a part of reshaping the beauty retail landscape to redefine efficiency and personalization for consumers.”
Valerie Foong, Country General Manager of Sephora Malaysia, welcomes the reopening, saying, “We’re embracing the future with a commitment to innovation and customer-centricity. The reopening of the Sephora KLCC store embodies our promise to the beauty community in Malaysia, promising to deliver exceptional beauty experiences that resonate with the ever-evolving needs of our customers and to strengthen Sephora’s position as the world’s leading beauty retailer.”
The impact of experiential shopping has been further highlighted in the recently released Adyen Malaysia Retail Report 2023. According to the report, 68% of Malaysian businesses surveyed believe that offering experiences to customers when shopping helps to turn browsing into spending. Meanwhile, consumers are equally enthusiastic about in-store digital technologies, with 52% expressing delight that such tools made for faster shopping, and 44% saying that in-store technologies made the shopping experience more fun.
Sephora Malaysia’s mPOS revolution is a testament to its commitment to staying ahead of the curve and providing its customers with the best possible shopping experience. With this innovative move, Sephora is poised to further strengthen its position as the leading beauty retailer in Malaysia.
