Aussie Online Beauty Retailer Adds First Physical Store With 100+ Screens In Small Footprint Space

February 26, 2025 by Dave Haynes

The Australian retailer Adore Beauty, which sells guess what, is another story about a company that starts online and eventually decides to add physical locations, and in this case, purpose-built stores dominated by screens.Adore Beauty recently opened its first physical store in suburban Melbourne, using an omni-channel management software platform that does online, mobile and the in-store screens.

• Every bay in the store has its own screen displaying digital pricing, which is tied into store systems;
• Over 100 screens throughout the store drive dynamic content and offers, doing product imagery and digital pricing linked back to the POS;
• AI-based computer vision analytics log customer behavior and store traffic patterns;
• Skin analysis machines offer personalized product recommendations.

The idea is that the digital layer turns passive shopping into an interactive experience.

The platform, called Zitcha, is integrated with the CMS and screens from Aussie digital signage solutions firm onQ Digital.

Adore plans to open 25 stores nationally over three years, and have a media platform that offers precise targeting, better engagement metrics, and stronger conversion potential than it says  traditional television could possibly offer these days.

There’s a detail piece about the thinking behind the extension to bricks and mortar and what Adore sees as the real retail media potential on this marketing site.