Birchbox, a beauty retailer known for its mail subscription service model, opened its one and only brick and mortar store in New York's Soho neighborhood July 11.
Co-founder Katia Beauchamp says the retailer is using its physical store as a lab to help move more online sales, aside from its $10 per month subscription service.
The store features iPads with content including reviews, cameras, and heat sensors, and may add wifi analytics.
With only one physical store, Birchbox remains essentially an online retailer, so it’s no surprise that the company approaches brick-and-mortar retail with an eye to improve its e-commerce. It’s not clear how much information one store will garner, or how much of that information will lead to changes in Birchbox’s e-commerce approach. But it’s an area to watch, especially for retailers that already have a solid brick-and-mortar presence.