Store Spotlight: Laline at Toronto Eaton Centre

Over the weekend, I took to the snow covered streets of Toronto and made my way to the Eaton Centre. My intention was to review Saks but I was pleasantly surprised to find myself in Laline for the first time.

I wanted to shine the spotlight on this store because the experience was excellent.

Windows

The visually merchandised windows caught my interest and pulled me into the store. Against a back wall of textured flowers, I noticed a bathtub full of bath & body products, loofahs, and exfoliators. The window looked like I was about to enter a spa or an art gallery. There was also the most beautiful scent flowing through the front door.

Naturally, I followed my nose.

Overall Design & Aesthetic

The front display was not only enticing with delightful products but there was clear signage with promotions displayed. The product mix was segmented into categories and props helped to elevate the product. Every space was filled with gift boxes, telling the customer this was the store to buy presents for any occasion. Self-care and buying products for yourself were supported by signage and digital screens with messages of body care and soul care. This messaging is also clearly executed on the brand’s website.

The Details

The manager, Veer, gave me a tour and explained how the product assortment was merchandised. He explained that the back wall, adjacent to the cash desk, was a selection of their best selling items. This is important for new customers who might be overwhelmed with the assortment. Best-sellers are also remerchandised throughout the store. This approach ensures that the customer has multiple opportunities to select and purchase from each category.

The floral textured wall made another appearance at the back of the store, highlighting the cash desk. Gift boxes were colorfully displayed and the matching, tonal ribbons are an elegant touch. These boxes were merchandised throughout, which tells the customer that not only should they buy gifts from Laline, but products can also be gift-wrapped. From labels to ribbons to embossed product names, Laline’s DNA was in every detail of the store, its product assortment and its packaging.

The Checkout

The last stop on the customer journey is the checkout area. Not only did I pick up a couple of diffusers, but while at the POS, a few more items caught my eye. The product assortment was delightful but I saw the manager and his staff taking pride in working for this brand. They enthusiastically engaged with every customer and even gifted a bouquet to anyone who made the smallest purchase. The store was busy and didn’t smell overwhelming like other retailers in the body/fragrance category. In a sea of sub-par store experiences at Toronto’s Eaton Centre, the 2nd largest mall in Canada, the sales associates were some of the best I’ve seen.

Final Thoughts

Laline is a retailer on the rise and opening more physical stores. Although the customer experience and shopping journey were excellent, there is always an opportunity to improve.

Here are a few things that Laline should consider:

1 – Loyalty programs are a great source of insights in building community. They can keep up with what customers want and personalize marketing efforts accordingly.

2 – Building community and authenticity is critical to consumers today. As Laline scales, it could create a community with exclusive events or support causes important to customers.

3 – There are too many products on promotion. Although I took advantage of the 2-for-1 diffuser deal, I would have bought this product at full price. Retailers need to believe in their brand and reduce markdowns. They are walking a thin line between a ‘sale’ driven customer and an elevated experience that reflects an aspirational luxury price point.

About Retail Strategy Group

Founded in 2020, Retail Strategy Group works with market-leading brands to help them improve profitability and increase organizational effectiveness. The firm produces a weekly newsletter, The Merchant Life, where retail executives find the best retail insights and new, provocative ideas. For more information, visit www.retailstrategygroup.com.

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