2. Beauty
Segment
AMBIENCE
and
POSITIONING
• The
atmosphere
was
more
like
vibrant
nightclub.
• A;rac<ve
to
young
consumers.
• Very
clean
and
Organized
display
• Sense
of
sophis<ca<on.
• Excessive
lights
on
the
products.
• Fun
atmosphere
to
shop
and
engage
customers
to
shopping.
• Black
&
White
color
display
to
enhance
colorful
cosme<c
products.
3. Customer
Care
Services
POINT-‐A-‐VIEW?
• Layout
&
Shelving
Display
• All
brand
located
on
their
own
shelves.
• Every
brand
has
their
own
branding
strategies
and
display
adver<sements.
• Every
new
products
were
defined
as
per
new
trends
and
prices
towards
luxury
brands.
• Every
brand
has
their
own
individuality
and
essence
to
it.
• A;ract
new
customers
with
upbeat
and
energe<c
music.
4. CUSTOMERS
• Customers
at
Sephora
ranged
in
age
from
19
to
45
years
old
• Concerned
with
personal
image
and
percep<on,
• Aware
of
fashion
and
latest
trends
in
beauty
and
cosme<cs.
• Loyal
and
knowledgeable
of
the
products
they
purchase
with
a
high
level
of
expecta<on
regarding
product
sa<sfac<on.
• Enthusias<c,
asser<ve,
confident,
sensual,
feminine,
reliant,
exci<ng,
self-‐
proclaimed
hustlers.
5.
• By
having
a
profound
understanding
of
their
market
Sephora
carefully
paired
products
that
would
interact
posi<vely
with
one
another
enabling
consumers
to
discover
new
products
within
their
specific
needs
and
with
careful
regard
of
the
price
range
and
brand
essence.
The
careful
merchandising
of
each
brand
enable
Sephora
consumers
to
sinuously
experience
each
brand
as
a
separate
en<ty
yet
with
the
ability
to
incorporate
them
together
in
order
to
achieve
their
desired
look,
taking
care
of
every
aspect
of
beauty
from
facial
products,
hair,
cosme<cs
to
fragrances.
6. Sephora
Staff
• Staff
was
excep<onally
a;en<ve
• Ability
to
describe
the
products
• Expert
to
explain
the
applica<ons.
• Highly
mo<vated
• Perfect
sales
approach
by
offering
add
on.
•
Uniformed
• Assistance
to
guide
the
customers
to
find
as
what
they
need.
7. SERVICES
IMPROVEMENTS
• Performed
a
phenomenal
job
at
selec<ng,
training
and
staffing
their
employees.
• According
to
the
different
levels
of
patrons
throughout
the
day.
• Employees
also
geared
customers
to
these
strategically
placed
makeup
sta<ons.
• Demonstrated
the
different
products
and
how
to
use
each.
8. *Didn’t
really
find
anything
that
we
could
observe
where
improvement
was
needed
(however
we
did
not
observe
an
instance
in
which
a
customer
was
unhappy
or
a;emp<ng
to
return
something)
we
did
not
see
anyone
who
wasn’t
greeted
and
engaged.
• .
9. Adver<sing
by
SEPHORA
in
color
codding
not
to
men<on
their
strategies
with
their
own
lines.
But
with
all
the
brands
to
get
highlights
&
achieve
a;en<ons
by
the
customers
with
their
own
collec<ons
as
well.
