Sephora 360 Digital AnalysisPresentation Transcript
Sephora360 Digital Strategy
• Objective: Sephora. Visualize a coherent story which says, “Sephora has a holistic digital strategy,” by sharing examples of work across the following channels: search, email, CRM, social, mobile, e-comm, & in-store. – Sephora’s digital strategy is for a more informed experience, rather than an engaged or holistic experience.
Online & Mobile e-Commerce• Search: Every product on the website has been tagged with 25 different characteristics such as target age group, ingredients, and price so customers can narrow down a particular search while they shop. *Find visual* – Sephora.com also now offers store availability information. – Keeps track of your past purchases and samples you’ve received (including those in store) so you can keep track of your purchases.• Mobile site offers an identical experience to Sephora To Go iOS app, with full mobile commerce. – The company has seen a 300% increase over the past year in mobile shopping on its website. – iPad traffic to Sephora.com is up 400% in Q1 of 2012 over the same period last year. – 20% of all of the traffic to the site comes from mobile devices. http://mashable.com/2012/04/09/sephora-makeover/
“Sephora To Go” iOS App• Sephora To Go is currently ranked the No. 3 lifestyle app in the Apple app store, and No. 19 of all free apps. – The app has exclusive “Mobile Offers” for purchasing through their mobile app, including markdowns, freebies & weekly changing specials. – Call a “Beauty Expert” to get advice, product info, or place an order.• Access reviews, your Beauty Insider account, or read more information about a product.• App includes “Scan” function-customers can scan products in-store for more information.• More than 70% of mobile traffic to Sephora comes from iOS devices.• To date, there have been 342,000 downloads of the Sephora To Go app for iPhone/iPad. http://www.mobilecommercedaily.com/sephora-sees-87k-passbook-downloads-a-week-after-release
Mobile & Consumer Relationship Management (CRM) – Online & In-store through Passbook.• The first beauty brand in Apple’s Passbook app.• Consumers can store their Beauty Insider card and Sephora eGifts in Passbook. – Show or scan in stores to earn and redeem Beauty Insider points. – View real-time Beauty Insider points balance. – Get notified of upcoming Beauty Insider perks & benefits. – Check your gift card balance. – Easily find and redeem your eGift card in store.• 87,000 Beauty Insider cards added to Passbook to date (9/28).• Engages users through location-based offers and redeem them at the point-of-sale using their iPhone.• Sephora works to make the customer experience between online and offline seamless through mobile. http://www.mobilecommercedaily.com/sephora-sees-87k-passbook-downloads-a-week-after-release
Digital Shopping experience that Integrates mobile, social and in-store Experience• The company has introduced iPads to the Beauty Studio in 20 U.S. stores that can be used to navigate the website and view the menu of services available at the studio.• Sephora has plans to equip store associates with iPod touch point- of-sale devices that can be used to make purchases or reference the store’s website while on the move by the end of the year .• Customers can utilize Sephora To Go iOS app in-store to scan items, read reviews, and access detailed product information.• Convenience of Apple iOS 6 Passbook app allows customers to access location-based deals, Beauty Insider perks and eGifts. http://http://venturebeat.com/2012/03/13/sephora-apple-ipad/
Full Sephora Facebook Experience• A space to promote exclusive content, special offers, in-store events, beauty advice, and customer service.• “Fan Fridays” ongoing Facebook campaign. – A weekly special, first look, or giveaway exclusively available to Facebook fans.• “15 Days of Beauty Thrills” Facebook campaign. – Launched alongside revamped Sephora.com, BeautyTalk community & Sephora TV. – Daily “mini-thrills,” a gift included with any online purchase, and a chance to enter to win a different “big thrill” prize each day. • Big thrills included a trip for two to L.A., a trip for four to the Make Up For Ever Academy in Paris, a Fiat with Gucci interior, and a $5000 shopping spree to Sephora. – Users had to “Like” the Sephora Facebook page to see the daily offers and enter to win. – Users were redirected to Sephora.com where they found the brand’s BeautyTalk community and Sephora TV, a video series that highlights the same topics. http://http://mashable.com/2012/06/20/sephora-15-days/
New at Sephora.com: BeautyTalk Community & Sephora TV• BeautyTalk – A forum at Sephora.com where users can browse over 100,000 posts across all product categories, find expert advice, watch how-to videos and submit questions, ideas & feedback.• Sephora TV – Watch how-to and advice videos from Sephora & its brands, trend stories, extras and brand highlights. • Each video page includes a “Shop Now” link to relevant product collections. • Links for users to “pin” videos to a board on Pinterest, share it to Twitter, and post it to their Facebook timeline. – Videos are also available at Sephora’s YouTube channel.
Sephora Employees’ Pinterest Beauty Boards• “Sephora Color Wash” Competition – Sephora held a competition called ‘Sephora Color Wash.’ The cosmetic brand encouraged users to create a new board titled ‘Sephora Color Wash’ in the Hair & Beauty category and pin the competition page on their board as well as five images featuring their favorite color for a chance to win one of ten $250 Sephora gift cards.• Shoppers can browse the Pinterest boards of Sephora employees and see what products are their favorites.• Every item on Sephora’s online store has a “Pin It” button you can click to add the item to one of your boards on the site. http://mashable.com/2012/04/09/sephora-makeover/
Sephora’s Email Newsletters• Weekly newsletters to subscribers mirror the look of Sephora.com.• The e-newsletters are consistent with Sephora’s content-based digital strategy across all social media platforms and Sephora.com. – Emails introduce new products & brands, digital and social tools for customers, online campaigns, contests and in-store promotions. http://www.emailtastic.com/sender/4d896b17b2d37/Sephora