Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
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
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
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
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
3. 1.Ulta-Sephora
ULTA :μεγαλύτερος ανταγωνιστής της Sephora
400 καταστήματα σε Αμερική- 450 τα Sephora
Τα Ulta είχαν και εσωτερικό σαλόνι περιποίησης
Τα Ulta βρίσκονται σε περιοχές μακριά από mall αντιθέτως με τα Sephora που
μπορεί να βρίσκονται και εσωτερικά τους
Τα Ulta - luxury και affordable brands ενώ Sephora luxury
Κοντά στις προτιμήσεις του κοινού ηλικίας 25-34 μικρή απόκλιση στις
πωλήσεις(ULTA- SEPHORA)
Γρήγορος “ακολουθητής” της Sephora
Και οι δύο εταιρείες έχουν site και loyalty programs.
4. Sephora - Department Stores
Tα department είχαν εκπαιδευμένους πωλητές για κάθε
brand,ενώ στα Sephora προσλήφθησαν πωλητές χωρίς
ποσοστό που αργότερα εκπαιδεύτηκαν.
Περισσότερες ευκαιρίες για δοκιμή των προιόντων στα
Sephora.
Tα Sephora είχαν περισσότερη απήχηση στο πιο νεανικό
κοινό που ακολουθούσε τα trends.
5. Sephora-Amazon
To Amazon.com είναι διαμεσολαβητής
(broker) για εκατομμύρια προιόντα όλων των
ειδών.
Το Sephora.com έχει μια μεγάλη γκάμα μόνο
καλλυντικών προιόντων για τα οποία είναι ο
ίδιος ο retailer.
Και στα δύο site υπάρχουν reviews .
6. Sephora-Gilt
Το Gilt Group προσέφερε περιορισμένα
προιόντα για μικρό χρονικό διάστημα σε
μεγάλη έκπτωση.
Τα Sephora απέφευγαν τις εκπτώσεις παρα
μόνο για τους loyalty card πελάτες ,2 φορές
το χρόνο.
7. 2.Budget Allocation
Video Production 33.000
Video/Youtube advertising 33.000
Video Contest 33.000
Facebook Development 250.000
Holiday/Viral Promotions 100.000
Social Partnerships 200.000
Mobile 250.000
Store Kiosks 100.000
8. Περιορισμός φυσικών καταλόγων (Στο target group μας το
μεγαλύτερο ποσοστό βρίσκεται online) [47% vs 37%]
Έμφαση σε
◼ Content marketing
◼ Προσωποποίηση -προτάσεις προιόντων
9. 3.Beauty Talk
● Λειτουργική – οργανωμένη πλατφόρμα
● Ασφαλής και ιδιωτικός χώρος
● Ανωνυμία
● Ευαισθησία σε προσωπικές ερωτήσεις
● Προσωποποιημένη – Άμεση ανταπόκριση
● Οι χρήστες μοιράζονται κοινές εμπειρίες
● Αναγνώριση των πιο πιστών χρηστών και επιβράβευση
10. Beauty Talk vs Facebook
Να λειτουργούν συνεργατικά
Προώθηση beauty talk μέσω facebook
Θέματα όπως προσωπικές ερωτήσεις- νέα προϊόντα
Δίνει αξία περισσότερο στους πιστούς πελάτες-Content
Marketing!
11. 3.Aγοραστική Διαδικασία
1.Ανάγκη
Διαφημίσεις ,Social Media,Επίδειξη στο κατάστημα,Opinion leaders (π.χ.
beauty gurus στο youtube)
2.Έρευνα αγοράς
▪ Facebook- Twitter:αναζήτηση πληροφοριών για νέα προϊόντα, good or
bad reviews- κληρώσεις, προσφορές
▪ Youtube: αναζήτηση χρήσεων του προϊόντος
▪ Sephora.com αναζήτηση σχετικών πληροφοριών για τα προϊόντα
▪ Μobile application προσθήκη προϊόντων στο καλάθι ή προσθήκη στα
αγαπημένα για αγορά στο μέλλον
12. 3.Σύγκριση
Κυρίως review σε προιόντα στο Sephora.com etc,word of mouth ,comments
σε facebook και twitter
4.Αγορά
Από το κατάστημα
Online μέσω του site Sephora.com ή μέσω του mobile application
5.Χρήση
6.Μεταγοραστική συμπεριφορά
Good reviews για αρεστά προϊόντα σε πιθανούς καταναλωτές.
Σε ουδέτερες αντιδράσεις δεν υπάρχει θέληση για reviews
Bad reviews για μη ικανοποίηση (word of mouth)
13. Στόχοι στα στάδια της αγοραστικής διαδικασίας
Ανάγκη
Facebook: αύξηση των likes και των posts που αφορούν τα προϊόντα
Twιtter :αύξηση των followers και των tweets που αφορούν νέα προιόντα και διαγωνισμούς
Καλυψη όλων των δυνατών touch points με τον πελάτη
Έρευνα Αγοράς
Focus στην ποιότητα των προιοντων και στην πιστότητα του πελάτη,ώστε να υπάρχουν good
reviews και επανάληψη αγοράς.
Aγορά
Sephora.com: αύξηση νέων εγγραφών και διευκόλυνση στις online αγορές
Μobile application: διευκόλυνση σχετικά με τις αγορές μέσω κινητού και εύκολη πλοήγηση στην
εφαρμογή
Πολλές επιλογές για πληρωμή
Ασφάλεια
Cross selling προιόντων που δεν κινούνται εύκολα,μέσω έκπτωσης
14. Χρήση
Σωστή διαχείριση παραπόνων
Ποιότητα-Aνταπόκριση στις απαιτήσεις του πελάτη
Μεταγοραστική Συμπεριφορά
Παρότρυνση των καταναλωτών για review
Αύξηση των πελατών που χρησιμοποιούν το σύστημα απόδοσης πόντων
Απλόυστευση διαδικασίας επιστροφής προιόντων
15. 5.Assesment of social media investment
ΙNDICATORS
A. Reach
B. Engagement
C. Number of Active Followers
16. Αποτελέσματα
2006-2010, 129% αύξηση στην επισκεψιμότητα του site
Για την ίδια περίοδο ,πάνω από δεκαπλάσια αύξηση στα κέρδη στο
Sephora.com
9πλασιασμός των facebook fans σε 2 χρόνια!
Συνολικά βλέπουμε μια τεράστια αύξηση μέσω της επένδυσης στα social
media προς όφελος των Sephora.
17. 6.Current Situation
Facebook: καθημερινή ενημέρωση των χρηστών και συνεχείς αναρτήσεις σχετικού περιεχομένου
στην σελίδα της (διαγωνισμοί, άφιξη νέων προϊόντων, συμβουλές για θέματα αισθητικής κτλ.)
Σχεδόν 6 εκατομμύρια χρήστες του δικτύου παγκοσμίως ακολουθούν την σελίδα και
παρακολουθούν τις δημοσιεύσεις της.
Εφαρμογή ‘’Sephora Framework’’ όπου μπορείς να διαμορφώσεις cover και profil image μέσω των
Sephora
Οι ενδιαφερόμενοι μπορούν ελεύθερα να κάνουν ερωτήσεις και να εκφράσουν την άποψή τους για
τα προϊόντα χωρίς τα σχόλια να υφίστανται φιλτράρισμα.
Κάθε δημοσίευση ακολουθείται από το αντίστοιχο link για την καλύτερη και λεπτομερέστερη
πληροφόρηση των χρηστών (πχ. Δημοσίευση για μία πούδρα και αναφορά στο sephora.com με
τα στοιχεία για την online αγορά της.)
Twitter 1,2 εκατομμύρια followers με ενεργή παρουσία από τον Ιούνιο του 2009
18. YouTube: διατηρεί δικό της κανάλι και κάθε video που δημοσιεύει ξεπερνά
τους 10.000 viewers με μόλις 301.863 subscribers. Ενώ πάνω από 100
video που έχει αναρτήσει έχουν μαγνητίσει το ενδιαφέρον 3
εκατομμυρίων θεατών σε κάθε γωνιά του πλανήτη.
Instagram : με παρουσία και στο χώρο της φωτογραφίας και με παραπάνω
από 1 εκατομμύριο πιστούς followers ενημερώνει όχι μόνο για τα
υπάρχοντα και νέα προϊόντα αλλά και για τις εκδηλώσεις και events που
πραγματοποιεί.
Ενεργό ρόλο διατηρεί και σε άλλα λιγότερο διαδεδομένα social media όπως
είναι το tumblr, to google plus και το pinterest.
19. BEAUTY TALK
● Ενώ υπάρχει μεγαλύτερη ανωνυμία από το facebook οι χρήστες
χωρίζονται σε διάφορες κατηγορίες βάσει των γνώσεων που διαθέτουν
(πχ. Newcomer, rising star, beauty pro, hall of famer, beauty guru κτλ.)
● Λόγω του συνεχώς αυξανόμενου αριθμού των καταναλωτών που
αγοράζουν online μέσω του υπολογιστή αλλά και του κινητού τους
ιδιαίτερο ενδιαφέρον έχει δημιουργηθεί και στην σελίδα sephora.com που
προσφέρει αυτόματα αυτή την δυνατότητα με ένα απλό κλικ.
● Οι online consumers απολαμβάνουν επιπλέον προνόμια όπως δωρεάν
δείγματα με κάθε αγορά, ειδικές προσφορές, αποστολή των αγορών τους
χωρίς επιπλέον επιβάρυνση αλλά και καθημερινή ενημέρωση για θέματα
αισθητικής.
