How Beauty Chain Sephora is Taking Retail Digital (WebProNews)
Cosmetics retailer Sephora is known for the very hands-on, but pressure-free experience it offers to consumers in its physical stores. The company, however, is also making a name for itself in the online world as it ramps up its digital efforts.
Sephora recently rolled out a “digital makeover,” which included a new website, a deep integration with Pinterest, and an iOS program that brings devices into every store. According to Julie Bornstein, the Senior Vice President of Sephora Direct, all these changes emphasize the company’s focus on meeting consumer needs in the digital age.
“When we look at our consumers, we truly believe that digital is the reality – it’s the way the world is going,” she said. “We want to make sure that we’re out there testing things early, so we’re ready for the next changes that come.”
...In another effort to bridge its offline and online shopping experiences, Sephora introduced an in-store iOS initiative. The company has brought in iPod Touch devices to speed up the checkout process for consumers. Furthermore, Sephora is testing the use of iPads in multiple stores to allow consumers to interact with its menu of services, which includes the option of emailing instructions for certain makeup techniques.
“It’s a mix of, I would say, bringing great information to the consumer and also just making the shopping experience a little more seamless,” said Bornstein.
She went on to say that Sephora encourages consumers to use their mobile devices to check reviews and keep track of items they want. The company believes that, if consumers are more informed, they will have a better shopping experience.