Sephora sees 500% rise in curbside pickups in pilot with Brookfield Properties

The curbside business of the nation’s leading beauty chain has gotten a makeover from the newly introduced Curbcierge service.

Sephora’s involvement in the pilot program of Brookfield Properties’ app-powered Curbcierge service at four malls in Houston has rung up sales five times higher than average.

And wait times for customers were 40% shorter than the nation’s leading beauty retailer has experienced at other mall locations, according to Amber Turley, senior director of omni experience and digital strategy at Sephora.

“We know curbside shopping can be challenging to execute in mall footprints, however the results to date have been very promising,” Turley said. “Our goal is to ensure that our clients have the most seamless shopping experience, and our partnership with Brookfield Properties has been another way to help maximize those efforts.” 

Customers can place orders online or on the Sephora app and choose “Curbside Concierge” as their pickup option.  When it’s ready, purchasers get emails with navigation instructions telling them where to pick it up. Upon arrival, they press an “I’m here” button on the app or confirmation email and a Sephora associate delivers it.

Sephora is now set to expand Curbcierge to Brookfield properties in Dallas, San Antonio, and Atlanta.

“Curbcierge helps drive operational cost benefits to our retail partners, so they save on shipping and store labor,” said Brookfield chief optimization officer Meredith Darnall. “It allows us to engage with digital shoppers in a new way.”

The pilot took place at Baybrook Mall, First Colony Mall, The Woodlands, and Willowbrook Mall in the Houston metro.