CH6 Consumer Decision Making


Sephora is a huge cosmetic retailer. How hard is it to make all those customers to come back and spend more and more money when there are so many competitors around? Seems like Sephora's marketing team is questioning  this on the regular basis. As soon as you walk in to the store you see tons of different cosmetics all kinds of brands, which is a huge chance for a potential customer to feel their need in some product ( Need Recognition).
 Before you realize that you are "on the hook". Next thing you know some pretty looking girl/guy with cool make up will greet you with a lovely smile and offer you a shopping bag. Even if you weren't sure you are going to buy something now your conscious  mind is getting the signal : Go feel this bag up! Now all excited and enthusiastic you are going to hunt.It is not hard to find what you need because every product line is named with pretty big letters and promotions. In case you cannot find the brand or particular product you are searching for be sure you going to have one of the Sephora's agents asking you if you need any help (Information Search). This agent will inform you about particular product or about some new promotions that is "Incredible & Limited". I really like this limited edition thing very easy and clever trick, it makes potential customer feel very special almost mystic like you know a secret, now you are the part of these secret society. I would say about myself, that caught me so many times. Then they tell you  the "secret" and in general it would be like " if you purchase X your lashes, lips, skin...etc will look 10 times more amazing, beautiful, healthy etc; it will last longer never disappointing etc; ingredients are amazing less "bad"  chemicals, more natural etc.. (Evaluation of Alternatives)

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Now all happy and excited about your future transformation to a beautiful, amazing, charming, healthy looking creature you are moving toward the cashier thinking that you got everything you needed and more. But here while you waiting in line you notice these little things on promotion $5-20 only a bunch of little baskets filled with little color full tubes, nail polish, lip-sticks etc. So while you waiting for you turn you make yourself busy with looking what are those thing. Most likely you will find something you probably don't need and  will never use, but you would get it anyway.


After you complete your purchase the cashier will tell you how many points you have on your membership card and you will be eligible for some gift like little face lotion, lip-stick, etc. And everything will be packed in a black with white stripes bag  full of 'beautiful future"(Purchase)

 Sephora has been doing a great job among other cosmetic retailers and looks like the key to success. Sephora found  a good marketing strategy.