Why MAC is betting big on phygital

By Megan Fahy 11-Feb-2022

Vice President at MAC Cosmetics UK and Ireland, Fiona Sainty, on what phygital retail means to MAC and the importance of implementing phygital retail into brand strategies

Digital-first trends like buy-online-pick-up-in-store, appointment shopping and curbside delivery are setting new customer expectations and reshaping the retail landscape.

Brands and retailers are reimagining and redefining the role of its stores and staff.

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In this exclusive Q&A, Fiona Sainty, the colour cosmetics brand’s Vice President of UK and Ireland, tells Cosmetics Business about the benefits of implementing phygital retail into brand strategies and how MAC has profited from this new strategy.


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