Sephora’s obsession with its customer journey continues to differentiate the global beauty brand as once again, it reigns supreme in the Index, now with perfect scores across email, web, and mobile. Sephora allows customers to keep track of each purchase location, choose between favorite store locations, and quickly locate one of the beauty empire’s 2,300 worldwide storefronts. Sephora builds loyalty and continues to boost profits by offering in-store services to customers (like appointments with makeup professionals), and even a virtual reality makeup try-on app. Sephora retains its balance in a digital-obsessed landscape -- ensuring its online presence doesn’t overshadow the in-person experience that consumers can gain through interacting with Sephora’s products and brand. As such, digital channels effortlessly work to drive consumers to store and have relevancy before, during, and after in-store visits.