We highlighted Sephora’s obsession with its customer journey in 2018, but this year, we’re calling out the three-time Index winner’s flawless, omnichannel experience. With more than 2,500 stores, Sephora proves that brick-and-mortar experiences thrive when it’s interwoven with a customer’s digital profile — and in Sephora’s case neither are traditional. The beauty retailer is a pioneer of in-store technology, such as Color IQ, which scans customers’ skin to help them determine the perfect foundations, concealers and lipsticks for their coloring. With unrivaled in-store events and experiences, Sephora has built a community of Beauty Insider loyalists who retain their lifetime value. Unified customer profiles across all channels, complemented with on-brand triggered emails and push notifications, keep customers connected wherever they shop. Sephora’s approach is so seamless that it makes the customer’s entry point irrelevant. Whether it’s in-store, on email, or in-app, the brand meets customers where they are and recommends what they need (and want) to keep coming back for more.

Previous Rank:
2018: #1 , 2017: #79
Company Filing:

2019 score: 79


Why we love Sephora

Best in class email personalization

Sephora Beauty Insider and VIB emails brim with personalization — from its predictive, personalized recommendations based on a shopper’s browsing and purchase history to fully personalized loyalty program streams. Even its ‘back in stock’, ‘restock your beauty’ and abandoned cart triggers — with customizable cadence on email and mobile push — are decked out with intelligent recommendations and high-quality editorial content. In this way, Sephora’s emails mimic in-store customer behavior with need-to-have-it, collaborative-based recommendations that are so spot-on consumer’s just can’t leave them behind — even that third shade of lipstick.
Best in class email personalization

Unified customer experience

Website, mobile, email, brick-and-mortar, it doesn’t matter. Wherever and however Sephora shoppers choose to engage with the brand, they can bank on a consistent experience. Mobile notifications are triggered by email activity, which factors onsite behaviors. It makes sense that Sephora is so skilled at delivering an omnichannel brand experience; a year and a half ago, the beauty giant merged its digital and physical teams to create one unified retail team.
Unified customer experience

Robust mobile app

We haven’t run out of amazing things to say about Sephora’s app, which drops new rewards twice per week, encouraging users to check back often for new events, tutorials and samples. Endless sort and filtering options within collections are coupled with tabs to differentiate in-store mode, inspiration and ‘new for you’ sections. Its virtual makeover function and Foundation Finder make the app as unique and curated as your social media feed. It’s no wonder Beauty Insider members use it like Instagram.
Robust mobile app

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