Their current marketing strategy marries the online and in-store experiences and promotes brand engagement via social, mobile and web. Digital technology in their brick-and-mortar outposts takes things one-step further, solidifying the consumer experience.
Here are some of the digital strategies Sephora is using.
- Beauty Insider – Sephora’s customer loyalty program
- Engages Insiders with email marketing, SMS and old-fashioned direct mail.
- Provides rewards and personalized product recommendations via website and applications.
- Allows people to use the program between channels – links to in-store purchases, emails and apps.
- Sephora iPad application
- Geared to at-home education.
- Includes a multimedia digital catalog virtual mirror, video tutorials and articles on the latest trends (with links to purchase “trending” products).
- Mobile application
- Designed for in-store or on the go.
- In the store, users can scan barcodes to pull up ratings and reviews on product.
- On the go, you can experience “inspired shopping” with product finders and advanced search tools.
- Social media
- Engage consumers via a presence on Pinterest (and all products on their website have “pin-it” buttons), Twitter, Facebook and Instagram.
- In-Store Checkouts
- Quick and digital.
- They have begun launching program where sales associate can check out customers on a mobile device, which means no lines and you only have to engage with a single associate.
- Color IQ
- New in-store technology launched in some stores.
- The salespeople can scan a customer’s face and Pantone technology helps them find their perfect shades.
Sephora is a player in the expected channels – email, social media, apps – but they have also found ways to take the applications, posts and technology to new level, revolutionizing the way we shop and the way they engage their customers.