How Sephora Integrates Retail and Online Marketing


Sephora 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.

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.

sephora mobile app

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. That applies to both in-store and online shopping experiences, neither of which necessarily require someone to speak to a sales representative or research outside sources as they were doing previously.