By  on May 24, 2013

During a program filled with talk of all things digital, Ian Ginsberg, president of C.O. Bigelow, brought the crowd back to the physical world with a presentation centered on the in-store experience. “There was a time many years ago when people shopped in stores,” began Ginsberg. “They did it not because it was convenient, but because they wanted to. They did it because it made them feel good.”

For Ginsberg, it is precisely this feel-good factor that keeps consumers coming to his 175-year-old apothecary, which houses an eclectic mix of classic, luxury and indie beauty and personal care offerings from across the globe. “Shopping is an opportunity to lose oneself, fantasize, touch, feel, try on, test-drive, dream, and you can’t do that online,” he said. “Is she sitting at the computer smelling the lavender from Provence? Is she touching that luxurious body cream from Tuscany? Is she trying on that hair accessory and able to ask your opinion? Is Warby Parker enough?”

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