How Sephora Integrates Retail & Online MarketingNov 10, 2015 - by Brian Honigman
The journey of integrating retail and digital is a serious undertaking for most brick-and-click retailers, and it’s critically important to share success stories of best in breed brands, like Sephora, those who are doing it well. Check out this post which originally appeared on the eTail Blog to learn what makes Sephora’s strategy different and effective.
Sephora, the cosmetic retailer, has long been a pioneer in creating and cultivating a strong community of customers both online and offline, often coordinating their approach on one channel to drive results in another.
Their current marketing strategy is focused on blending their online and in-store experiences and promoting brand engagement via social, mobile and web platforms. Learn what makes their strategy different when it comes to how they incorporate data into their omni-channel marketing components.
Think you know the latest trends in online retail? Check out this eTail research report we sponsored, which compiles survey data from hundreds of marketers on what channels create the highest ROI, what strategies to prioritize, the future of personalization, and more.
Sephora Uses Shopper Data to Integrate the Retail and Mobile Experience
Through market research, Sephora has discovered that their customers often use their personal smartphones when shopping at their brick-and-mortar locations. They found that these shoppers were often searching for outside recommendations, product reviews or better prices on the products that they were considering purchasing in-store.
Armed with this data, Sephora developed the Sephora to Go mobile app, which focuses on providing shoppers with a mobile experience that is catered to their needs. The app is designed to emulate the knowledge of a personal shopping assistant or a Sephora sales associate in that, it provides product recommendations, reviews, pricing information and a simple format that helps make it easy for a customer to purchase products.
In other words, the goal of Sephora’s mobile app is to give their customers the tools they need to help them feel confident in making purchase whether in-store or online without necessarily needing to speak to a sales representative or research outside sources as they were doing previously.