Sephora has successfully integrated digital technologies and mobile platforms into its marketing and shopping experiences. It understands that customers are digital and mobile, so it collects customer data to provide personalized service across online and offline channels. A key example is its Color IQ program, which uses a skin scanning device in stores and matches foundations to customers' skin tones, then enables them to browse and purchase product recommendations on mobile devices. By offering valuable content and empowering sharing, Sephora enhances customer relationships and drives sales.
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
A case study of Sephora for a graduate class at University of Baltimore that had an emphasis on the many ways that designers and business people can work together to provide the synergies that successful design can bring to any organization.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
ephora is a leader in global prestige retail, teaching and inspiring clients to play in a world of beauty. Owned by LVMH Moët Hennessy Louis Vuitton, the world's leading luxury goods group, Sephora has earned its reputation as a beauty trailblazer with its expertise, innovation, and entrepreneurial spirit.
Sephora’s mission is to build the most knowledgeable and professional team of product consultants in the beauty industry that can identify skin types, understand the history of makeup and fragrances and how to interact with Sephora’s diverse clientele
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
About IIDE - The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.
About Nykaa - Nykaa has emerged as the largest beauty destination in India with half a million happy customers depending on us not just for their favorite brands but also for advice, updates, expert tips and videos on how to look and feel gorgeous always! With almost 400 curated, well priced and 100% genuine brands and 35,000 products, Nykaa prides itself for offering a comprehensive selection of makeup, skincare, hair care, fragrances, bath and body, luxury and wellness products for women and men. We aim to please, going to the farthest corners of the country to reach you! Today Nykaa ships across the length and breadth of the country to almost every zip code using the services of leading and reliable courier companies.
A case study of Sephora for a graduate class at University of Baltimore that had an emphasis on the many ways that designers and business people can work together to provide the synergies that successful design can bring to any organization.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
ephora is a leader in global prestige retail, teaching and inspiring clients to play in a world of beauty. Owned by LVMH Moët Hennessy Louis Vuitton, the world's leading luxury goods group, Sephora has earned its reputation as a beauty trailblazer with its expertise, innovation, and entrepreneurial spirit.
Sephora’s mission is to build the most knowledgeable and professional team of product consultants in the beauty industry that can identify skin types, understand the history of makeup and fragrances and how to interact with Sephora’s diverse clientele
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
About IIDE - The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.
About Nykaa - Nykaa has emerged as the largest beauty destination in India with half a million happy customers depending on us not just for their favorite brands but also for advice, updates, expert tips and videos on how to look and feel gorgeous always! With almost 400 curated, well priced and 100% genuine brands and 35,000 products, Nykaa prides itself for offering a comprehensive selection of makeup, skincare, hair care, fragrances, bath and body, luxury and wellness products for women and men. We aim to please, going to the farthest corners of the country to reach you! Today Nykaa ships across the length and breadth of the country to almost every zip code using the services of leading and reliable courier companies.
Aligning Your Community to Meet Your Business GoalsCMX
CMX presents the SPACE model, a framework for defining your community's business value so you can measure its success. We partnered with Vanilla Forums to distill these insights.
MixORG conducted a campaign for Aditya Birla Group in which it created close to 1.9 million impressions of ABG Leadership Program advertisements in 10 days. The objective of online branding of ABGLP was successfully achieved.
Making retail personalization more relevantBill Bishop
Many retailers are still struggling with what it means to deliver a great, unique in-store experience. This paper contains eight examples that will help retailers visualize personalized experiences and better serve their customers. It also answers the question "Why translate omnichannel personalization into today’s food retail?"
InfluGlue - Content marketing tips for beauty and skincare brandsInfluGlue
It is important to stand out among others for which delivering, right and authentic content is of utmost importance. Discover why skincare brands should focus on creating a personalized platform for customers.
My keynote presentation from TEDxUniversityofMacedonia. Through my talk, I tried to bridge the gap between brands and consumers. My goal is to describe how hard it is for a marketer to do the right campaign to advertise a product in consumers that come from very different generations. [2018]
بازاریابی چندکاناله یکپارچه ( Omnichannel Marketing) چه تفاوتهایی با بازاریا...Martech Academy
بازاریابی چندکاناله چیست؟
بازاریابی چندکاناله تقریباً همان چیزی است که به نظر میرسد؛ فعالیتهای بازاریابی که در بیش از یک کانال اتفاق میافتد. حتی اگر این عبارت برایتان جدید باشد، احتمالاً در بازاریابی چندکاناله مشارکت کردهاید.
تقریباً هر کسبوکاری، حتی کوچکترین شرکتی که با یک نفر اداره میشود، بازاریابی چندکاناله انجام میدهد.
برای مثال، تصور کنید که یک کسبوکار صنایع دستی کوچکی دارید و محصولات کاغذی سفارشیسازیشده را از خانۀ خود عرضه میکنید. اگر در استی (Esty) فروشگاه دارید (حضور آنلاین)، فروشگاه خود را در رسانههای اجتماعی تبلیغ میکنید (باز هم آنلاین) و در نمایشگاههای هنری شرکت میکنید (حضور آفلاین)، در بازاریابی چندکاناله مشارکت دارید.
بازاریابی omnichannel چیست؟
ایده اصلی omnichannel نه تنها باعث شناسایی همه کانالهای ارتباط با مشتریان میشود، بلکه تمام تعاملات مشتریان با کانالهای مختلف را در کل فرایند خرید (قبل، در حین و بعد از خرید) در نظر میگیرد. تجربه مشتری در تمامی کانالها یکسان و یکپارچه است. دغدغه بازاریابی omnichannel فقط معاملات انجام شده توسط مشتریان نیست؛ بلکه از طریق گردآوری دادههای رفتاری کاربران در کانالهای مختلف و آنالیز همزمان آنها، نیازهای مشتریان، تعاملات آنها با هر یک از کانالها و محصولات و برند را هم بررسی میکنند. به همین دلیل، انتقال پیامها و پیشنهادها به صورت یکسان و یکپارچه در تمامی کانالها، اعم از وبسایت، کمپینهای ایمیلی، شبکههای اجتماعی و فروشگاهها از اهمیت بالایی برخوردار است. بدیهی است که این نوع بازاریابی نیازمند سرمایهگذاری بیشتری است. بخش زیلدی از هزینه برای فراهم کردن زیرساختهای مناسب و هوشمندسازی و مدیریت ارتباط با مشتریان صرف میشود.
3 تفاوت مهم Omnichannel و Multichannel
بازاریابی omnichannel رویکردی است که تجربهای کاملاً مشابه و یکپارچه را برای مشتریان از اولین نقطه تماس کاربر با برند تا انتهای سفر مشتری فراهم میکند. بازاریابی Multichannel رویکردی است که برند را در محوریت استراتژی قرار میدهد و تلاش میکند پیام برند را در همه کانالهایی که کاربر در آنها حضور دارند، توسعه دهد. تفاوت اصلی این دو استراتژی، این است که مرکز توجه بازاریابی omnichannel ، مشتری است، در حالی که تمرکز بازاریابی multi-channel، روی این موضوع است که تمامی کانالها تحت پوشش قرار گیرد. در واقع، کانالها در روش بازاریابی multichannel به صورت مستقل و جدا از هم کار میکنند و هر یک از آنها استراتژی و اهداف خود را دنبال میکند؛ در حالی که کانالها در روش بازاریابی omnichannel با یکدیگر و با کاربران اینتگریت هستند. یعنی، تصویر کفشی که در وبسایت یک برند مشاهده میکنید، همان تصویری است که هفته بعد با یک درصد تخفیف از طریق ایمیل دریافت میکنید یا در تبلیغات اینستاگرام مشاهده میکنید.
The importance of omnichannel customer experience for modern businesses. It emphasizes that with customers having multiple platforms to interact with businesses, it has become necessary for every business to have a presence across these channels. The paragraph mentions that an omnichannel approach is crucial to reach potential customers and cater to their needs. It also suggests that if you are considering implementing an omnichannel customer experience strategy, the paragraph provides the necessary information you need to know.
Connecting with a changing shopper and the future of retailJayant Murty
The future of retail is as much about physical spaces as mental spaces. At this Asian Retail conference at Bali I explored where physical meets virtual , where analog meets digital and where shoppers are intercepted by branded inspiration and information when they need them the most and not polluting or interrupting the consumers life or their life style
Mobile Marketing involves examples of popular QR codes, reviews on mobile apps such as Snapchat, examples of iAds and it also includes information on proximity marketing.
This PowerPoint explains the 4Es in Digital Marketing. The 4Es include excitement, education, experience, and engagement. Read more to find out how each of these operates in the digital media world. You will also be presented with examples within the 4E framework and how you can potentially put it to future use.
The average consumer experiences them about 150 times a day. Research shows that on average, people spend an astonishing one-third of their waking time on their mobile devices. About 55 percent of this time is spent in short bursts of 30 seconds or less. These gaps of time are known as micro-moments, and have become the newest frontier for marketers.
Here is how do we take advantage of these micro-moments in our marketing strategy.
Luxury customer journey: an overview of the new UHNW audience and how to use ...Diana Sherling
This is the session that I gave at the SuperYacht Luxury Marketing Conference #makeyourmark16. In this presentation I talk about the insights and attitudes of the UHNW luxury audience and how you can use the customer journey McKinsey loop as a tool to plan and refine your marketing. I am passionate about luxury marketing, so read my blog at www.dianasherling.com or have a look at my mini luxury brand that I am creating at www.lilyflojewellery.com
EXPLORING DIGITAL BRANDING TRENDS IN UAE.pdfasiyahanif9977
https://nexusbeez.com/
it’s essential to keep an eye on the latest digital branding in UAE trends that can drive future success. Lastly, in this article, we’ll explore some of the most impactful trends shaping the world of digital branding in the UAE.
2. It is no longer about how to pull
consumers out of couches, drive them to
store and capitalize the visit.
3. It is ANYTIME, ANYWHERE.
As long as consumers are connected.
Inform and educate consumers
Influence, Engage and Interact to be part of decision making
Trigger purchase intention on all different platform to capitalize it
Enable sharing and discussions to win more customers
4. Segment your targets and understand their needs
Define consumer journey & moment of truth
Create key message and keep it consistent
Develop right media channel communication to approach and
engage consumers
Drive consumers to brick and mortar store and generate sales
5. Segment your target and understand their needs
RE-Define consumer journey & zero moment of truth
Create key message and keep it consistent
Develop right media channel communication to approach, engage and
enable consumers to share and promote your products
Streamline shopping experience online and offline to empower
consumers’ purchase at ANYTIME, from ANYWHERE.
CROSS PLATFORM INTERACTION
6. has built a reputation as a big player in brand/ecom website
7. Online Community,
E-Commerce and gift cards,
Member Club “Beauty Insider”…
are all fully mobilized
on smartphones and tablets
Has successfully integrated digital and mobile interface
8. Mobile and retail stores are merging, Sephora have recognised their customer base is mobile 24/7
and by connecting the store with the device are able to combat “showrooming”, provide an
enhanced shopping experience and drive loyalty.
is making mobile the “ultimate personal shopper”.
9.
10. Selecting foundation can be daunting.
Makeup shoppers always have difficulties/needs to march their skin
color to the right brand, right formula, right shade of foundation.
It is opportunity to provide unparalleled beauty expertise and be part of
consumer’s decision making with value added advice.
11. Sephora partner with color specialist Pantone to come up with concept of
Color IQ, use high tech gadget to identify skin tone and provide choices based
product across 10,000 options in database.
Center the whole campaign at this concept to start the conversation till
sales generated.
13. Owned media: How-to video uploaded @Sephora TV, launch @Beauty Studio;
SMS/emails to “beauty insiders”
Earned media: Released How-to video on YouTube
Viral video and spread the message through twitter, facebook and Pinterest
https://www.youtube.com/watch?v=UgcEh7r2ds4
14. Paid/Earned Media: Initiate the sharing of online reviews,
endorsement and video of Color IQ from fashion magazine editors,
Beauty blogger and other early adaptors.
Owned Media: Repost latest endorsement @Sephora Glossy and
answer the questions @BEAUTY TALK
Show what Sephora Staffs’ pick and buzz about on pinterest
@Today’s Obsession
15. Color IQ Experience @Store
1. Handheld scanner device take 3 photos of
skin, on neck, lower cheek and forehead, and
translated into official pantone color.
2. Wireless connects to an IPAD, to select 3-4
options from 1,000 foundations from various
brands in Sephora's database.
3. Now it is consumers’ choice to buy it now or
later.
16. Color IQ Experience @ipad, iphone & sephora site
1. Just select one foundation shade you love, and the
site will calculate your skin tone number and
share comparable products in that shade from
other brands.
2. Matches provided right away with full content of
product description, usage, ingredient, and reviews
from others, includes the link to place order for
each one
17. @ All the social network platforms
The links to products shopping page are provided with selected product
recommendation together at the end of Color IQ conversations
18. Besides that …
My Beauty Bag enable consumers to collect favorite
products and organize them in one place;
Create wish list for future buy
Keep track of online and in-store purchases
Easily view and track points and rewards.
My passbook can push message or coupon based on
your location
Product Scan Instore enable navigate self-service
20. #1 The customer is digital.
Sephora have built digital audience profiles of their
customers.
Knowing what they are doing from when they wake up in the
morning to when they go to bed at night, what devices are
being used and when and how the customer is jumping from
one device to another.
This means they are able to provide utility or a message at
the right time on the right platform.
21. #2 Data is everything.
Collecting data is just one step, using it to provide a service
is something else entirely.
Sephora use tablets in-store to aid customer service.
Colour IQ is a programme where you can have your makeup
colour matched and then an iPad is used to filter and pick
the products that are best for you. This is data in real-time
and not only does it improve the customer experience, it
leads directly to sale.
22. #3 The power of content.
Content is one of the most powerful tools.
Anyone can generate content, the best practice in content is
knowing what content your customers actually want.
Sephora believe that content should be inspiring and
educational. They have listened when their customers have
asked for How-to videos, step by steps on Pinterest boards
and trend forecasts. Great content that is easily consumable
on mobile.
23. Technology does not make a successful campaign,
But marketing expertise and digital mindset do.
24. Technology does not make a successful campaign,
But marketing expertise and digital mindset do.
Offer what tugs consumers’ heartstrings
Crave / Visualize content to tell a good story
Enhance the brand connections
Cultivate the consumer relationships
Tailor the shopping experience
Be “always on”
in REAL TIME and Location Based Service