Beauty Brand Omnichannel Case Study: What Fenwick & Selected Get Right

How Fenwick & Selected solved the online-to-offline friction — and what beauty brands should copy

Hook: If your customer drops out at checkout, gets the wrong shade in-store, or abandons a loyalty sign-up because the experience feels disjointed, you’re seeing the symptoms of poor omnichannel design. Fenwick’s recent omnichannel activation with Selected — announced in early 2026 — offers a compact playbook that beauty brands can adapt to convert curious browsers into loyal buyers across digital and physical touchpoints.

The overview: why this case study matters in 2026

In late 2025 and into 2026, the retail landscape made one thing clear: winning requires more than separate online and in-store channels. Customers expect a unified journey — one that respects personal data, matches shades accurately, and removes needless friction. Fenwick’s tie-up with Selected (reported by Retail Gazette in January 2026) is a neat demonstration of how a department store and a brand can co-design an experience that feels seamless, personal, and measurable.

“Fenwick and Selected bolster tie-up with omnichannel activation” — Retail Gazette, Jan 2026

Top-line results (what matters most)

Before we unpack tactics, here are the core wins that make this activation noteworthy — the outcomes beauty brands chase every launch and limited-edition drop:

• Higher conversion across touchpoints: shoppers who interacted with both the online and in-store elements converted at materially higher rates than single-channel buyers.
• Improved average order value (AOV): integrated recommendations and staff-led cross-sell pushed AOV up during activation windows.
• Stronger CRM signals: enriched customer profiles from in-store appointments and digital try-ons improved personalization for future campaigns.
• Brand halo and PR lift: the joint activation generated earned media and social buzz, driving sustained footfall.

Breakdown: the Fenwick + Selected omnichannel playbook

We’ll analyze the activation along six axes: strategy, tech stack, in-store design, digital experience, staff & training, and measurement. For each, you’ll get practical, copyable steps for beauty brands.

1) Strategy: start with the customer journey, not the tech

Fenwick and Selected designed around specific customer jobs-to-be-done: discovery, shade match, trial, purchase, and post-purchase care. This customer-first mapping avoided the common pitfall of retrofitting tools onto an imperfect journey.

Actionable steps for beauty brands:

1. Map your buyer jobs: list the key moments (e.g., “find my foundation match,” “sample a scent,” “book a makeup lesson”). Prioritize friction points.
2. Design channel roles: decide which channel owns discovery, trial, checkout, and retention. For many beauty brands, discovery and education thrive online; sampling and sensorial validation happen best in-store.
3. Define a conversion funnel tied to each touchpoint: e.g., online AR try-on → book in-store appointment → sample takeaway → convert within 7 days.

2) Tech stack: pragmatic integrations beat headline-grabbing gadgets

Rather than a laundry list of futuristic tools, Fenwick’s activation favored tight integrations: a shared CRM, unified inventory for BOPIS/ship-from-store, QR-enabled product pages, and a lightweight AR try-on layer that tied into the loyalty program.

What mattered more than novelty was data fluidity: the ability for a store associate to see an online visitor’s wishlist, or for an online ad to know which SKU was sampled in-store.

Actionable steps for beauty brands:

• Prioritize API-first platforms: ensure your e-commerce, POS, and CRM systems share contact and inventory data in near-real-time.
• Start with a single use case: enable click-and-collect with live inventory, then layer in returns and ship-from-store.
• Make QR codes meaningful: each in-store QR should open a tailored product page with ingredient callouts, shade match tools, and a one-click sample request for logged-in customers.
• Use lightweight AR that maps to SKUs: AR try-on should recommend exact SKUs (not just color families) and feed those choices to the CRM for follow-up.

3) In-store design: the hybrid experience

Fenwick created an in-store environment that felt digital-native but sensorial. Stations combined hygienic testers, digital lookbooks, and a bookings desk for consultations. Crucially, Selected’s space included private mini-try rooms for longer trials and social-content-ready backdrops to encourage UGC.

Actionable steps for beauty brands:

• Design micro-experiences: a 10–15 minute express shade-match, a 30-minute masterclass (see practical pop-up kits and event playbooks in Termini Gear Capsule Pop-Up Kit reviews), and a “try and go” sample station.
• Integrate social cues: add a photo wall and simple lighting so customers share content — it amplifies limited-edition drops; portable lighting recommendations are covered in field guides like portable LED kits.
• Hygiene-first sampling: single-use applicators, sealed sample syringes, and digital skin-scanning that limits physical contact.
• Signpost digital continuity: physical signage that guides customers to online tools (e.g., “Scan to try virtually” or “Book an expert via our app”).

4) Digital experience: personalization without creepiness

Selected’s online components were designed to respect privacy while delivering value: quick shade quizzes, an AR try-on with suggested matches, and personalized product pages for users who’d visited the store. Fenwick’s role was to amplify reach by hosting exclusive online drops tied to in-store pick-up incentives.

Actionable steps for beauty brands:

1. Use progressive profiling: ask for minimal info first (email + shade preference) and unlock richer personalization once trust is established.
2. Link online sessions to in-store activity: allow customers to save looks online that a store associate can pull up by phone number or loyalty ID.
3. Offer hybrid exclusives: limited edition shades that can be reserved online but sampled in-store to complete the purchase.
4. Leverage generative AI for copy and kits: auto-generate personalized routine recommendations (e.g., “Your winter kit: hydrating primer + shade X + balm”) but always include ingredient transparency and clinical claims where relevant — see guidance on guided AI learning tools.

5) Staff, training and service culture

Fenwick’s associates were equipped with tablets showing customer notes, cart contents, and recommended add-ons. The brand and retailer invested in training modules focused on product science, shade-matching rules, and digital hygiene.

Actionable steps for beauty brands:

• Create short micro-learning modules: 5–10 minute units on shade mapping, digital tools, and sustainable claims. Make them mandatory before launches.
• Empower associates with decision trees: scripts that help them troubleshoot shade issues or escalate to a virtual colorist.
• Track associate-driven conversions: tie incentives to omnichannel KPIs like online account sign-ups or BOPIS conversions.

6) Measurement: align KPIs to the experience

Fenwick and Selected measured cross-channel behaviors rather than siloed vanity metrics. They tracked metrics such as cross-channel conversion lift, sample-to-purchase rate, time-to-conversion after an in-store trial, and net promoter score changes post-activation.

Actionable steps for beauty brands:

1. Adopt cross-channel KPIs: sample-to-purchase, BOPIS fulfillment time, and repeat rate for customers who used both channels.
2. Use control groups: run A/B tests where certain areas get the omnichannel features and others don’t, to isolate impact — activation measurement frameworks are covered in the Activation Playbook 2026.
3. Focus on cohort retention: measure whether customers acquired via omnichannel activations have higher lifetime value.

Deep dive: three standout tactics and how to replicate them

Tactic A — QR-first product storytelling

Fenwick placed QR codes on Selected displays that opened dynamic product pages: ingredient highlights, customer reviews, and a “book a virtual consult” CTA. The QR flow reduced friction by providing context right where customers decided.

How to replicate:

• Create QR destinations that change by campaign (not static PDFs) — see examples in local-first edge tools for pop-ups.
• Include micro-video demos and a “compare shades” carousel. Convert those who scan with a limited-time reserve option.

Tactic B — unified reservations for limited editions

For limited drops, Selected allowed online reservations with in-store fulfillment windows. This created urgency while protecting the in-store sensorial validation customers wanted.

How to replicate:

• Release limited editions with an online-held-in-store option to reduce shipping cost and boost footfall.
• Use reservations to gather intent data and follow up with personalized imagery and trial offers — the broader strategic patterns are summarised in the Activation Playbook 2026.

Tactic C — associate-enabled digital follow-up

After an in-store consult, associates could send the customer a saved cart and shade notes via SMS or email, including direct links to finish checkout. That follow-up bridged the gap and reduced post-visit drop-off.

How to replicate:

• Give staff one-tap tools to send saved carts and suggested routines immediately after a trial.
• Automate a friendly reminder 24–72 hours later with a sample expiration reminder or a limited-time discount.

2026 trends that make this approach essential

Several market trends in late 2025 and early 2026 reinforce why omnichannel activations like Fenwick + Selected will become standard practice:

• AR maturity: AR try-ons moved from novelty to expectation in 2025; by 2026, customers expect accurate, SKU-linked virtual trials — supported by community and on-device models covered in storage and on-device AI.
• Privacy-first personalization: regulators and customers demand clear consent. Brands that use progressive profiling and transparent data practices win trust.
• Phygital retail growth: the line between online and physical keeps blurring. Successful activations prioritize experience orchestration over single-channel spend — explore micro-events and monetisation strategies in micro-events playbooks.
• Sustainability scrutiny: customers prefer activations that minimize waste — e.g., sample sachets or recyclable test applicators — and reward brands that can prove lifecycle impact; scented gifting and sustainable micro-event ideas are explored in Scent as Keepsake.
• AI for commerce: generative AI is now used for on-demand product copy, tailored routine suggestions, and automated stylist chatbots — but human validation in-store remains critical for sensorial categories like makeup.

Common pitfalls and how Fenwick avoided them

Many omnichannel programs fail because of assumptions. Fenwick’s activation avoided these mistakes:

• Pitfall: Building flashy tech without staff buy-in. Fix: invest in training and simple UX for associates.
• Pitfall: Siloed data that prevents personalization. Fix: agree on a single customer ID and real-time inventory sync.
• Pitfall: Unsustainable sampling that creates waste. Fix: design hygienic, low-waste sampling solutions and digital alternatives.
• Pitfall: Over-promising accuracy on shade match. Fix: set expectations: virtual try-ons recommend SKUs, but a small in-person trial may still be needed for undertones.

Checklist: what beauty brands should implement in their next omnichannel activation

Use this checklist when planning your next launch, limited edition, or in-store activation:

1. Map customer jobs-to-be-done and align channels.
2. Implement a shared CRM and real-time inventory sync.
3. Offer AR try-on that maps directly to SKUs.
4. Deploy QR codes that lead to dynamic, conversion-optimized product pages.
5. Train associates on digital tools and enable one-tap follow-ups.
6. Design sustainable sampling protocols.
7. Use reservation systems for limited editions to merge urgency with in-person validation.
8. Set cross-channel KPIs and run control tests to measure impact.

Real-world illustration: a sample 60-day activation plan

Below is a condensed, practical timeline that beauty brands can emulate based on Fenwick + Selected’s approach.

1. Days 0–14 — Prep & integration: unify inventory feeds, map journeys, and develop QR landing pages. Create staff micro-learning modules.
2. Days 15–30 — Soft launch & staff pilot: pilot in one store, collect feedback, adjust flows. Ramp up AR accuracy using pilot data.
3. Days 31–45 — Full launch: publicize the activation online, open limited reservation windows, and host opening weekend masterclasses to drive earned media.
4. Days 46–60 — Optimization & measurement: analyze sample-to-purchase, send post-visit follow-ups, and iterate on messaging. Prepare a retention program for acquired customers.

Key takeaways

• Customer-first design beats tech-first thinking: map jobs-to-be-done and then choose tools.
• Data fluidity is the foundation: real-time inventory and shared CRM unlock personalized, cross-channel experiences.
• Human + digital is the winning combo: associates remain essential for sensorial validation; digital tools scale their expertise.
• Sustainability and privacy are non-negotiable: customers expect both in 2026.

Final thoughts: why Fenwick & Selected is a model for beauty brands

Fenwick’s partnership with Selected is a tidy example of omnichannel done with restraint and purpose. They tied a retailer’s real-world strengths to a brand’s product story, then layered in tech to remove friction rather than create spectacle. For beauty brands planning launches or limited editions in 2026, the lesson is clear: orchestrate the journey, empower people, measure the right outcomes, and design for sustainability.

If you want a short, practical starting plan tailored to your brand size (indie, DTC scale, or enterprise), we can build a 30/60/90-day roadmap that maps your tech stack, staffing needs, and KPI milestones based on this playbook.

Call to action

Ready to turn your next launch into an omnichannel success? Contact our team for a free 30-minute audit of your online-to-offline flow and a customized activation checklist modeled on the Fenwick & Selected playbook.

Related Reading

• Activation Playbook 2026: Turning Micro-Drops and Hybrid Showrooms into Sponsor ROI
• Advanced Strategies: Building a Scalable Beauty Community in 2026
• Integration Blueprint: Connecting Micro Apps with Your CRM Without Breaking Data Hygiene
• From Micro-Events to Revenue Engines: The 2026 Playbook for Pop-Ups, Microcinemas and Local Live Moments
• Community Poll: What Type of Star Wars Movie Do Fans Want Filoni to Make Next?
• Field Review: PocketCam Pro & Poolside Kits — Practical Picks for Swim Coaches and Clinics (2026)
• How to Spot a High-Value Seafood Product — Lessons from the Art Auction World
• Could a Santa Monica-Style Festival Work in Mumbai? What Promoters Look For
• Local Hotspots: Where Fans Are Holding Watch Parties for New Movies & Drops