WHAT IS SEPHORA? Sephora is centered around the concept of experimentation, wherecustomers are encouraged to immerse themselves in the products – inthis case, makeup. • Customers can experience with many different types and brands of makeup, perfumes, nail polish, and other beauty-related products. • Employees are available for beauty consultations as well as makeovers.
WHAT I DISCOVERED Before, I didn’t realize the many different strategies in place in thestore that promoted experimentation: • Open Door w/ Employee greeting > Welcomes all customers • Makeup Stations (Mirror, Disposable Makeup Tools, Makeup Remover) dispersed frequently throughout the store • Bright lights mimicking makeup stations at customer homes • Organized by brands and categories for easy browsing • Customers usually shop in groups, which places Sephora as a social store where friends can “hang out”
THE BIGGEST SURPRISES Every corner of the store is surrounded by beauty products – there is onlyenough space for walking through or making a purchase. All makeup is arranged by first brand, then type(blush, lipstick, eyeliner, etc.), then color (lights to darks, pinks toreds, etc.), making it easy to find what the customer is looking for. The store has two distinct sections – the main area where the makeup ishas high ceilings; the back area where the hair and skincare products lie(products that can’t be sampled) is dimly lit and has low ceilings.
HIDDEN OPPORTUNITIES While Sephora does a good job organizing their products for easy access, tomake their products more accessible, they could create signs that customerscould see while walking in the store that point to the brand they are searchingfor. As Sephora has many stores that have different layouts – Ex: A certainbrand can be in one part of the store in one Sephora and in a completelydifferent part of the store in another Sephora – when a customer visits aSephora they aren’t familiar with, they may have trouble finding the brand theywant.
HIDDEN OPPORTUNITIES Sephora employees can offer customers makeup consultations andmakeovers; however, customers may feel guilty asking for these makeovers.Interestingly though, the customers who receive makeovers are more inclinedto purchase at least one the products the makeup artist used on them. Sephorashould make it more known that their makeovers are complimentary andwelcomed by employees, so customers feel less burdened when asking for amakeover.