Sephora has teamed up with the European market leader in electronic payments and transactions, Worldline, to support the launch of its online-offline retail concept launched in October, Sephora Flash.

The Rue de Rivoli store was the LVMH-owned retailer’s first smart store, creating a seamless link between bricks and mortar and e-commerce. Customers can browse the online catalogue backed by a near-field communcation card (NFC), as well as fill a physical basket. Shoppers can then pay for electronic and physical purchases in a single transaction, with online purchases delivered the following day in store or at home.

“As in many other industries, retail is undergoing a digital transformation. To support this new shopping trend, Worldline has developed a unique solution for Sephora to launch the first digital beauty store. We’re delighted to support Sephora in introducing this innovative concept while creating a new shopping experience for customers,” said Claude France, Worldline Chief Operating Officer, France.