Personal after-hours shopping trips, online beauty appointments and entertainment for those queuing outside will form part of Selfridges’ coronavirus-era shopping offer when the retailer reopens on 15 June.
The luxury department store group, which operates four shops in the UK, including its London flagship, will not be able to offer beauty makeovers and hairdressing and its cafes and cinema will remain closed. It is hoping a mix of virtual experiences and live entertainments will help shoppers feel no less pampered.
“We will be bringing a little bit more life and a joyful experience for customers who come to our stores,” said Meave Wall, the stores director of Selfridges.
The retailer’s online sales have doubled since the UK went into lockdown. Enforced lockdown pleasures including lipstick, lingerie, loungewear and kitchen accessories have proved particularly popular.
But the closure of all stores in London, Manchester and Birmingham has dealt a blow to overall sales. The store has had time to hone its plans after opening the London food hall five weeks ago – with queues of customers waiting outside despite the low-key launch.
Shoppers will see new window display under the theme of ‘Thank you’ where staff have contributed to giant thank-you cards that will refer to family members, key workers or others who have supported them.
From 15 June, it will be possible to book personal shopping appointments for fashion or beauty – held either via video calls or after hours in the store where advisers will keep to the two-metre physical distancing rule.
Selfridges will also be reopening at least some of its changing rooms – with staff on hand to sanitise surfaces and steam-clean items that have been tried on. Items that can’t be steamed will be quarantined for a minimum of three days.
Shoppers will be allowed to browse products in stores, with cleaners or shop assistants regularly wiping down surfaces. Hi-tech people counters will ensure the stores do not get too crowded, with greeters on the door telling shoppers if they can enter or must wait.
For those who don’t want to venture to a store, Selfridges is upping its online services with virtual gift advice and Instagram beauty tutorials. Video-enabled personal shopping, which has until now only been offered to regular clients, will be bookable online by anybody from 15 June.
