Sephora’s Omnichannel Retail Marketing Strategy | Sailthru

The adjacent time person questions the come of clock time and money you ’ ra spend on personalization to unify the customer experience, tell them about Sephora—the queen of omnichannel retail sitting on top of the fourth annual Retail Personalization Index as an undefeated champion. store closures during the COVID-19 pandemic shut off access to one of the cosmetics empire ’ randomness essential sales experiences : in-store “ try before you buy ” sampling and technique demonstrations, classes, and consultations. After closing closely all of its retail outlets by March 2020, Sephora quickly switched to VR ( virtual world ) demonstration and appointment-based virtual tutorials, consultations, and personal shopping. even after reopening plaza, stand-alone, and pop fly locations final August, the brand continues to rely on virtual experiences rather of hands-on, in-store interactions whenever possible. In a letter to shareholders last August, parent company LVMH said that Sephora is hush gaining market partake, “ illustrating its inventiveness and the effectiveness of its omnichannel strategy. Online sales grew very powerfully over 2020. ”

Focusing on a Seamless Customer Experience

Switching from stores to ecommerce was a afflictive transition for some retailers, but Sephora ’ s solve in previous years to incorporate personalization engineering and build up its ecommerce business continues to pay off. Sephora previously invested heavily to build up its ecommerce division. And, as you can imagine, that came in handy when it was able to handle the sudden explosion in on-line shop better than many of its competitors after COVID-19 reached the U.S. It besides fused the brand ’ s digital bearing with its brick-and-mortar stores to create a seamless shopping have across channels long before 2020 put its efforts to the ultimate test. According to Mary Beth Laughton, EVP of Omni Retail, “ omnitude ” is Sephora ’ second unavowed component. “ It ’ s about creating an attitude and a mentality around putting the consumer at the center field of everything, ” she said on a late sequence of the NRF ’ s Retail Gets Real podcast. “ We coined this term ‘ omnitude, ’ and it ’ s this theme that we ’ ll do whatever we can to delight our consumer wherever she ’ mho denounce with us. ”

How Technology Recreates the Store Experience Online

Brick-and-mortar stores are essential to Sephora, in share because they ’ re where three-quarters of customers transact for the inaugural fourth dimension. They besides provide the post with valuable data it can ’ deoxythymidine monophosphate capture on-line, improving personalization down the road. “ Stores play an crucial function because even with more and more touchpoints, like social and voice, people are longing for a personal connection in real life, ” adds Mary Beth. “ When they come into one of our stores, they can interact with one of our Beauty Advisors and get this in truth personal advice. ” beauty products can be consuming. A search for “ lipstick ” on brings up 560 different items from dozens of brands. As a result, Sephora stores are filled with engineering to help shoppers find the perfect products for them.

For example, there ’ s an AR ( augmented reality ) fitting room, vitamin a well as Color IQ, which scans customers ’ skin to match it with the correct foundation—a huge pain luff for beauty shoppers. In stores, Beauty Advisors scan every product they use in makeovers. Afterwards, Sephora emails send a log to the customer, making it easy for them to recreate the front themselves. On Sephora ’ s web site, the individualized experience begins the infinitesimal a new customer visits. The web site grabs the visitor ’ south location data to show the nearest shop ampere well as which in-store services are presently available so visitors can find out what they need to know without an exhaustive search to track data down. Sephora ’ s innovative chatbot is the AI-driven equivalent of a store ’ second friendly, immaculately groomed salesperson. It provides intersection and smasher advice, adenine well as personalize recommendations, without coming across as an aggressive product-pusher. Get ready: the digital experience will continue post-pandemic

Sephora CTO Sree Sreedhararaj praised the party ’ s early-adopter mentality and digital platform development for making its most late transition. “ Our node services team continues to engage with our beauty residential district via emails and earphone calls, but recently, the default option demeanor for our community is to utilize our new world chat serve, ” he says. “ similarly, with our in-store Beauty Advisors, we are uniquely positioned to provide a much more personalized one-on-one experience through these chat options on-line and are leveraging them to assist. We besides offer contactless fitting services through Sephora Virtual Artist features on the app and in stores. ” But Sephora shouldn ’ thymine be the only one benefit from electronic mail, web, and mobile personalization trends. Download our guide for beauty retailers today to see how industry leaders are using personalization to drive gross increase through more positive customer experiences—and how you can apply the strategies they ’ ra using to your clientele .

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