Sephora navigation

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  • Sephora navigation

    1. 1. Reed Knauth Sephora Finding Lipstick Customer Journey DocumentationSummer Semester 2011-Adjunct Professor Alisan Atvur
    2. 2. How do I find lipstick?
    3. 3. Differences in Navigation Experience• The major navigation differences I noticed between in-store shopping vs. online is that shopping online is much quicker and requires less physical effort than shopping in-store. Luckily the Sephora was close to the entrance of the mall where I parked, but if I hadnt known where it was I would have had to ask someone or find a site map in the mall. Online, you simply type in your web destination.  However online vs. in store the actual color and quality of what you are buying is never a guarantee, so its nice to physically hold something in your hand. And of course, all of the extra effort to drive to the physical store is worth it because you get what you want instantly and do not have to wait. 
    4. 4. In-Store Navigation Difficulties• Overall, I did not have any in store difficulties other than the fact that I was severely overwhelmed and distracted as I walked around. On my way to get my product I passed by hundreds of other pretty products that I wanted to test or touch. These were not my goal products so I was wasting time looking at these because I did not need them. Also, If the lipstick I had been searching for hadnt been so close to the front of the store I would have had to spend much longer looking for it and possibly gotten frustrated in the process. Tracking down an associate can also prove to be difficult task in store if they are busy or not around at that moment. • One thing I did notice while looking around Sephora is that each aisle is organized by brand, so if I was looking for a specific brand that would be very helpful as a customer. 
    5. 5. Online Navigation Difficulties• Finding the product online was very easy because Sephora has their website organized in categories based around popular searches. I knew I wanted makeup, so by clicking on that I was directed to the next set of categories, where lipstick happened to be an option. The brand of lipstick I was searching for was called " Rouge Artist intense, #31." This was easily located on their lipstick homepage, so I didnt have to do much searching. The only problem I had was finding the exact color I wanted. When i scrolled down to #31 the color looked really off from the lipstick I saw in store. Thats a big problem when the color or quality of something differs greatly between the two. 
    6. 6. • Overall I would say if given a choice wether users would choose to purchase this product in store or online I would definitely say in-store. Even though the difficulty level of finding the product in this case was easier online, I think its much more worth it to expend he extra energy to really see the product you are buying. Obviously you can not compare the value of being able to test numerous shades in an instant to see which ones work the best. You cant do any of this online, making your satisfaction level with the store and the company higher when done in-store.

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