CH 7 Business Marketing
Sephora created a personalized, targeted website and mobile site. Customers can get in-store experience visiting Sephora's website .This way company marketers created great e-commerce platform. How this platform become so successful? One of the main key to success was complete reconstructive of Sephora's web platform to allow customers to search for highly specific product criteria. And the main goal was to make every online customer to have at the same time the in-store and online shopping experiences. To make customers comfortable using website, Sephora created search across 25 different criteria including age group, SPF, skin type and more.
Also in the new system, online customers will be saved into a customer's profile if he or she is one of the 18 million members of Sephora's loyalty program, Beauty Insider. Sephora recognizes that not all consumers want to be tracked so its up to customer if he/she wants to register. some of the Sephora stores have iPads on hand, from which store assistants will be able to pull customer data to help them with purchases.
The data collected through online searches and purchases will allow Sephora to target customers through email campaigns. “Some of the emails that we send could have up to 50 different versions and they are targeting your skin type or what you've bought recently,” she said. “We think it makes it more enjoyable to open your email when it's really relevant to you.”ll products have a “pin-it” button for easy use. Interest is now the second-highest social media driver to Sephora.com, Dolan said, after Facebook
The main goal for Sephora's managing/marketing team is to transcend shopping on the web and bring it to mobile so that customers can have exactly what they are looking for wherever they are at the moment. All products on the Sephora's website have "pin-it" button for customers to save it in their watch list and easy to find product so they will definitely find it if they decide to buy it.
Sephora is company that steps alone with the latest trends and technology and it is very important that they keep developing their e-commerce platform. This way they can target very wide range of customers and convert them to loyal ones.
References:
http://www.dmnews.com/sephora-revamps-website-mobile-apps-to-integrate-in-store-and-online-experiences/article/235761/
