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Sephora

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Sephora es una combinación de "sephos", que en griego significa "belleza" y la versión griega de Tzipporah (ציפורה), que significa "pájaro" (hembra) en hebreo, y era el nombre de la esposa de Moisés en el Éxodo. Esta combinación fue elegida como la Marca de cadena francesa de cosméticos creada por Dominique Mandonnaud el año de 1969 y que luego sería absorbida por LVMH.

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Sephora

  1. 1. Nino Zegarra Malatesta
  2. 2. Historia 1969 Dominique Mandonnaud 1979 “Autoservicio asistido” Fundación en Francia Expansión local 1993 Boots PLC Expansión local “SEPHORA” 1997 SEPHORA Absorbida 1998 SEPHORA Ingreso LVMH EE.UU - NY
  3. 3. Sephora / Historia 1998 SEPHORA - NY MARCAS POCO CONOCIDAS Estée Lauder Prescriptives Barreras de entrada Actor de nicho de mercado Clinique Estée Lauder Prueba el Producto Sin acceso a marcas que representan el 44% del Mercado de belleza
  4. 4. Historia 2008 SEPHORA 2009 SEPHORA Facebook Nuevo Grupo Videos 2006 SEPHORA JC. PENNEY Minorista exclusivo
  5. 5. Sephora / Panorama competitivo 2009 59 800 000 millones de dólares Macy´s Nordstrom Cosméticos MAC Ulta Beauty Sephora
  6. 6. Sephora / Ulta seguidor cercano 2009 $ 1 200 000 000 40 000 000 18% de crecimiento ulta.com 7 000 000 miembros Target Mujeres 25-35 años Share: 29% 40 tiendas En Centros Comerciales Fácil parqueo Salón con servicio completo SUPERTIENDA DE BELLEZA
  7. 7. Sephora Direct • Es el grupo responsable de todas las comercializaciones directas y de las iniciativas digitales . Sephora Direct Iniciativas Digitales Comercialización Directa Sephora.com Beauty Insider
  8. 8. Sephora / Comercialización Directa - Merchandising Visual Colores Corporativos Negro Blanco Música Alternativa Música Pop Rojo Tipo de Música AMBIENTE DE FIESTA Y DIVERSIÓN TARGET: MUJERES JÓVENES 25-35 años
  9. 9. Estrategia digital de Sephora “El medio digital es un espacio para la experiencia del cliente, leer opiniones y consejos en Facebook. Un espacio para el entretenimiento, la educación y la venta. El tacto y el aspecto son la piedra angular de un negocio al por menor como este, pero también lo son las recomendaciones y en los medios digitales es donde todo esto sucede.” Julie Borstein, Senior Vice President Digital de Sephora
  10. 10. Sephora.com SEPHORA.COM 100 Marcas 1999 15-20% de la vta. 310 000 p/día 2010 11 pág./visita. Funcionalidad. Detalles.
  11. 11. Sephora / Beauty Insider BEAUTY INSIDER Programa de CRM 2007 Descuentos Beneficios Beauty Insider. Ser los primeros US $ 1.00/compra Redención 100 y 500 puntos Correo 2/semana Dcto./cumpleaños
  12. 12. Sephora / Beauty Insiders – VBIs Beauty Insider. Ser los primeros US $ 1.00/compra Redención 100 y 500 puntos Correo 2/semana Dcto/cumpleaños > A $350 Very Beauty Insider Eventos especiales “Regalos de Lujo” Icono distintivo
  13. 13. Sephora / Beauty Insiders 2010 15 000 000 clientes 9 000 000 activos Compras 12 últimos meses 80% de la venta Muestras de productos Pruebas de producto Facilidad de pertenencia
  14. 14. Sephora Directs 2008 Permite posiciones y críticas Correo a BI 32 000 especificaciones y críticas publicadas en 24 horas 2010 1 000 000 críticas 4.2 estrellas Comentarios entre usuarios BI guardianes de las críticas
  15. 15. Sephora / Nuevas alianzas Shopkick Shopsociallyc Foursquare Groupon Plataforma móvil que ayuda al consumidor a comprar en múltiples tiendas minoristas. Un sitio de compra donde los amigos se ayudan a comprar Un app móvil que le muestra tus amigos donde estas físicamente en cualquier momento. Un sitio de descuentos.
  16. 16. Sephora / Estrategia en Facebook 2008 Página de admiradores en Facebook Añade gráfica de Barras para ver avisos más vistos 2009 300 000 fans Foro para I&D Comentarios entre usuarios Usuarios responden preguntas Hazte Fan / 10% dcto Sephora Claus 50 000 clientes 1 000 000 en Vta.
  17. 17. Sephora / Estrategia en Facebook 2010 900 000 fans US $3.60 x fan Alianza con Facebook – icono “Me Gusta” Interrogantes en el foro para logra likes
  18. 18. Sephora / BeautyTalk 2010 Beauty Talk Foro Q & A Tabla de 35 niveles “Amo de belleza” “Experto en belleza” Recién llegado Sephora.com
  19. 19. Sephora / Twitter 2009 Tweets #*Sephora 2010 100 000 Canal de comunicación Sephora Claus
  20. 20. Sephora / YouTube 2007 ¿Cómo conseguir …? 2009 > 1 000 000 vistas Canal Oficial en YouTube 100 videos ¿Cómo Maquillarse los ojos de color ahumado? > 3 000 000 vistas 2010 Videos con contenidos generados por el usuario (UGC) Tutoriales de maquillaje y promociones de Sephora ¿Invertir $20 000 en un video experto?
  21. 21. Sephora / YouTube 2007 ¿Cómo conseguir …? 2009 > 1 000 000 vistas Canal Oficial en YouTube 100 videos ¿Cómo Maquillarse los ojos de color ahumado? > 3 000 000 vistas 2010 Videos con contenidos generados por el usuario (UGC) Tutoriales de maquillaje y promociones de Sephora ¿Invertir $20 000 en un video experto?
  22. 22. Sephora Direct / Mobile 2009 25% de sus clientes realizaron la compra desde su Smartphone. 2010 “WAP” “app” Más rápida que un WAP Iphone 90% de sus clientes realizaron la compra desde su Iphone. “Obsesión del día” Ofertas a celulares Localizador de tiendas Posiciones y revisiones Registros de Regalos Consejos de belleza Beauty Insider
  23. 23. Sephora en Facebook, Twitter e Instagram SEPHORA Inforpress “Donde la belleza late” Aplicación en Facebook Acción en RSC Cada latido = US 1.00 de donación a Fundación Menudos Corazones
  24. 24. Sephora / Donde la Belleza Late
  25. 25. Sephora / estrategias • Sacó los productos de belleza de sus mostradores y dio libertad al cliente para oler, tocar, probar y experimentar sus productos; proporcionando al cliente la mejor experiencia de compra. • Usa la tecnología digital como aliado para su estrategia de comunicación y a través de ellas ha logrado entender a su cliente, ofrecerle facilidades y superar sus expectativas. • Proporciona servicio e inspiración, para crear un espacio donde ayuda, forma y comparte su pasión por la belleza (Beauty Insider).. • Usa la tecnología para captar nuevos clientes.

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