Sephora is a beauty retailer and belongs to the
LVMH group. It was founded in Paris, France in 1970 and focuses on prestigious
and emerging brands across the categories make-up, fragrance, skincare,
haircare and nails.
While,
the beauty specialist retailers have grown at a CAGR of 6% since 2009, Sephora
has outgrown the market with double digit growth. Technology plays a big part
in that growth. Technologies inside the store enable Sephora to provide
customers with very individual recommendations and unbiased feedback that can
hardly be found in department stores or branded beauty outlets. Technology
allows Sephora to capture different shopping profiles and allows to capture a
large share of demand. The technologies in store and omnichannel integration
transformed the previously rather offline focused beauty industry to an online
platform.
Digital technologies are used to create an
integrated multi-channel experience to capture most shopping preferences and
thus sales. Additional to the stores, Sephora operates a mobile app and several
websites. Technologies inside the stores enable customers to find products on
touch screen booths via tests, such as the fragrance IQ or by scanning
barcodes. The screens allow customers to read reviews, see pictures of other
consumers using it, inform about ingredients, educate about uses or offer
matching other products. Customers can directly sent these recommendations to
their email, save them to their Beauty Insider account or print it at the booth
to discuss with cast members. The same tests can be found online and offer
customers the opportunity to purchase matching products through the online store
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