How Sephora Blends Community & Commerce

Retail Dive: “With so many digitally-enabled processes in place, Sephora’s members-only social platform, dubbed the Beauty Insider Community, fits right in with the brand’s tech-focused image … The first of Sephora’s experiential concepts, the Beauty TIP workshops are focused on three core concepts: teach, inspire and play … A customer conversion isn’t front-and-center in these stores and that’s probably for good reason. Sephora needs sales like anyone else, but the focus of these workshops is on customer interaction and experience.”

Sephora Studio meanwhile offers “a pair of beauty studios at the center of the store which offer up eight seats for customers to explore and interact with Sephora’s beauty advisors … The hope is that a given customer will have more than one consultation with the same beauty advisor, forming a connection that lasts over the weeks and months to come, rather than a simple one-time experience.”

“With so many digitally-enabled processes in place, Sephora’s members-only social platform, dubbed the Beauty Insider Community, fits right in with the brand’s tech-focused image … Among other things, members of the social platform can build a public profile, update their favorite looks and personal interests, join a variety of groups that discuss beauty-related topics, swap beauty tips in real time and browse the looks and videos of other clients.”

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