Sephera’s Digital Marketing Strategy
Sephora, the international cosmetics and beauty retailer,
with around 1,750 retail stores in 30 countries. Building on its tremendous
success with mobile in 2012 (mobile orders up 167 percent), the company is the
epitome of a customer-centric smart
company that doesn't just welcome smart customers; it embraces
them.
First, Technology avails and facilitates customers ‘choice. Sephora has made “useful technology”
and “unbiased service from experts, an interactive shopping environment and
innovation.”
Second, mobile access promotes
brand awareness, influence and lead to direct sales. Today, Sephora has almost 5 million Facebook fans, 900,000
Twitter followers, and 600,000 Apple Passbook registrations; mobile devices
make up one-third of all Sephora.com traffic.
• Those 600,000 registered Apple
Passbook users “spend two times more
annually and purchase twice as frequently as the average Sephora customer.”
•
Over on Pinterest, Sephora has found
“followers [there] spend 15 times more on
Sephora.com than Facebook fans.”
•
And while most retailers are worried
about showrooming, Sephora’s mobile apps
have more than 2 million downloads and heavily
feature in-store experiences, such as bar code scanning, reviews, personal
purchase histories, etc.
Third,
customer-faced digital technology experience is not easily copied. It is well built upon the brand and
user-experience uniquely applicable to the brand.
In a word, The new digital experience
of customer engagement is not data-driven, but customer-needs driven
initiative.
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