Sephora's CRM
Analysis of Sephora's online & offline CRM tools
Conclusion. Sources. A Digital Customer Experience Case Study: Sephora’s Supremacy. Late last year, I wrote an article (Digital Experience: The New Heart Of Customer Engagement) which makes the point that digital experience strategy isn’t an IT-driven initiative; it’s a customer-needs driven initiative.
Sounds intuitive, doesn’t it? Maybe – but still, many companies just don’t get it. As a result, I’m continually on the lookout for companies that do. One of those is Sephora, the international cosmetics and beauty retailer. Building on their tremendous success with mobile in 2012 (mobile orders up 167%), they are the epitome of a customer-centric company that doesn't just welcome smart customers; they embrace them. No matter what business you’re in, there’s something to learn from Sephora’s digitally enabled customer-centricity and brilliant incorporation of technology into brand. Technology That Makes Customers Lives Easier With around 1,750 retail stores in 30 countries, Sephora has made “useful technology” a central part of its brand. Read More. Customer Relationship Management by Rania Tayfour on Prezi.
Sephora. →→Le magasin → En entrant dans un magasin Sephora, on trouve 3 couleurs dominantes : le noir, le blanc ainsi que le rouge.
Ces couleurs mettent en avant l’image que la marque veut véhiculée, c'est-à-dire le luxe. Ces couleurs indémodables et sobres mettent cette image encore plus en avant avec des tapis rouges dans tout le magasin, et des lumières tamisées. De plus, on consacre beaucoup d’importance à l’alignement des rayons, à une propreté intransigeante de par le carrelage blanc et les présentoirs laqués de couleur noire, et à un rangement méticuleux. → De plus, Sephora a mis en place, au milieu de parfums et de maquillages, un bar de beauté depuis 2005. . → Sephora reste donc compétitif en s’alignant sur les exigences des client(e)s, qui ont de moins en moins de temps à consacrer aux soins esthétiques.
Système de carte de fidélité → Sephora a un système de carte quelque peu complexe. Offres promotionnelles La publicité. Evolution of E-Marketing & Budget Allocation–Sephora. The beauty and makeup giant Sephora, which began operations in 1969, is the largest prestige beauty specialty retailer on the planet.
With nearly $2 billion in revenue generated from U.S. and Canadian retail stores (Sephora.com included), the beauty retailer offers a wide range of cosmetics, fragrances, and hair/skin products. 2011 Marketing Budget — Sephora Sephora strives to constantly build their brand and innovate with current market climates. Their 2010 marketing mix included store window merchandising, print-catalogs “Sephora’s Beauty Insiders” three times a year, print ads in magazines, direct mail to the beauty insiders, and two major sales throughout the fiscal year.
Sephora also targeted online search users in its marketing efforts. Total Anticipated Budget: $2 million cap. Shop Makeup, Fragrance, Skincare & More Beauty. Welcome ! Introduction. Plan. Sales process. On&Off differences. Sephora Skincare iQ. Personalized content. Beauty Insider Rewards. Free samples. Loyalty program. Customer classification. The tools. Managers. Stores. Facebook. Mobile. E-commerce. Partnership & Sponsorship. Advertising. Email.