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The in-store digital platform’s endless aisle capabilities will strengthen the brand’s planned 25-plus store omnichannel strategy.
February 7, 2025
By: Lianna Albrizio
Associate Editor
Australian online beauty retailer Adore Beauty has tapped in-store digital platform Tutch to provide its endless aisle capabilities for the retailer’s entry into physical retail.
Together, the companies will provide a solution to integrate Adore Beauty’s online offerings with its in-store experience aiming for a seamless omnichannel strategy.
Despite the growth in online sales, physical retail stores remain a vital component of the beauty and skincare market. As of 2024, the online beauty and personal care market held a revenue share of approximately 12.5% in Australia, suggesting that roughly 87.5% of sales still occur through physical retail channels. This indicates that pure-play retailers are losing access to a large segment of the market because they lack a physical store presence.
The Tutch platform is suited to support Adore Beauty’s vision of blending e-commerce with in-store interaction. Through its endless aisle capabilities, Tutch enables retailers to offer its entire product catalog in-store, overcoming the limitations of physical shelf space and empowering customers to discover and purchase products with ease. Customers at the Adore Beauty retail stores will benefit from this blended experience, being able to purchase products available in store, while curating a cart from products only available online. A customer’s online items are sent to them after they’ve finished shopping. Further, customers can use the in-store kiosk to find reviews, ingredients and more information on any of the products in the Adore Beauty catalog, whether they are in-store or online.
“Adore Beauty has strong foundations poised for material growth,” said CEO Sacha Laing. “Taking the group from a pure-play online beauty platform into an omni-channel beauty authority is a natural evolution for the group.”
Adore Beauty Group says it has a three-year strategy to become a leading omnichannel beauty retailer targeting 30% revenue growth and doubling its EBIT margin. The brand’s plan to launch over 25 stores is expected to drive considerable growth in sales and market share over the next three years. This initiative, officials said, aims to improve profit margins, enhance the synergy between physical and online sales, achieve over 500,000 in-store transactions annually and expand the customer base by more than 100,000 each year.
“There’s a common misconception among retailers that online and in-store shopping journeys are two separate experiences, and that focusing on one means sacrificing parts of the other,” said Greg Jones, CEO of Tutch. “Together with Adore Beauty, we’re proving that these experiences can seamlessly blend into one continuous journey, allowing customers to benefit from the advantages of both online and in-store shopping.”
The rollout of Tutch’s endless aisle digital kiosks will begin with Adore Beauty’s first store at Westfield Southland Shopping Centre in Melbourne, set to open in early February, and then continue with the beauty retailer’s second store at Watergardens Shopping Centre, also located in Melbourne.
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