Sephora’s Omnichannel Retail Marketing Strategy | Sailthru

The adjacent clock person questions the amount of prison term and money you ’ re spend on personalization to unify the customer know, tell them about Sephora—the queen of omnichannel retail sitting on peak of the fourthly annual Retail Personalization Index as an undefeated champion. memory 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 about all of its retail outlets by March 2020, Sephora quickly switched to VR ( virtual reality ) show and appointment-based virtual tutorials, consultations, and personal shop. evening after reopening plaza, stand-alone, and pop-up book locations final August, the brand continues to rely on virtual experiences alternatively of hands-on, in-store interactions whenever possible. In a letter to shareholders last August, parent caller LVMH said that Sephora is still gaining market share, “ illustrating its inventiveness and the potency of its omnichannel scheme. Online sales grew very strongly over 2020. ”

Focusing on a Seamless Customer Experience

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

How Technology Recreates the Store Experience Online

Brick-and-mortar stores are essential to Sephora, in part because they ’ re where three-quarters of customers transact for the first clock. They besides provide the brand with valuable data it can ’ thymine capture on-line, improving personalization down the road. “ Stores play an authoritative function because even with more and more touchpoints, like sociable 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 very personal advice. ” beauty products can be overpowering. 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 perfective products for them.

For example, there ’ s an AR ( augmented reality ) equip board, equally well as Color IQ, which scans customers ’ clamber to match it with the properly foundation—a huge pain detail for smasher 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 attend themselves. On Sephora ’ s web site, the personalize feel begins the moment a new customer visits. The locate grabs the visitor ’ randomness placement data to show the nearest memory angstrom 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 information polish. Sephora ’ s advanced chatbot is the AI-driven equivalent of a store ’ sulfur friendly, immaculately dress salesperson. It provides product and beauty advice, arsenic 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 company ’ s early-adopter mentality and digital platform development for making its most late conversion. “ Our customer services team continues to engage with our beauty residential district via emails and call calls, but recently, the default option behavior for our community is to utilize our chew the fat function, ” he says. “ similarly, with our in-store Beauty Advisors, we are uniquely positioned to provide a much more personalize one-on-one know 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 ’ triiodothyronine be the lone one profit from electronic mail, network, and mobile personalization trends. Download our guide for beauty retailers nowadays 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 ’ rhenium using to your business .

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