Retailing CH 15
When it comes to making purchases people do it in two ways :
1)purchasing something urgent like: toilet paper, bread, salt, advil etc.2)and doing shopping.
In the first case people will go to convenience store, drugstore, supermarket. And the most important for customer will be the easynest to find curtain product, decent price and quick purchase process. Presentation of the store , atmosphere, odors is moving on the second shelf of priorities in this case.
Although in the second case when people going shopping they already counted amount of time and money they willing to spend.So things like interesting presentation,friendly knowledgeable assistance,nice and neat merchandise,fresh odor, pleasant music all this counts.Because shopping became like a part of entertaining process.
Sephora is a chain store but combine both type of purchases in itself.
Customers do go to Sephora just because they run out of their favorite parfume. Also Sephora stores part of the shopping process.
The presentation of the store is quite noticeble and simple. The mix of white and black colors zebra looking defiantly catches an eye.
When you walking inside one of the assistants will great you in a very friendly manner offering you a purchase bag. Personally I like customer service at the Sephora. When you need assistance they will help you out, but they will not bother you every two min. That what I cannot stand some stores have very annoying sales representatives.
Because its is also a parfume store odor is always nice at Sephora.
Merchandise is located by the company name so it is easy to find what you are looking for. If some lady walking into the store and does not know what she would like to get Sephora's assistants will give her a free make yup session, shoeing what type of make up is better( also a promotion part).
Sephora does e-tailoring big time as well as mobile and IPad purchasing. As I mencioned in my previous blogs huge part of revenue comes from e-tailoring and mobile, IPad devices.