❤️💄 Sephora Omni-Channel 💄❤️
BUSINESS ISSUE
Sephora is renowned for its iconic in-store shopping experience. The Disneyland of beauty, but a shade more premium like Apple.
Though macro trends started steering shopping to online, brewing pressure for a stronger digital presence. This looming issue turned into a dire emergency as the pandemic (remember, COVID?) brought in-store shopping to a halt.
The business needed to find ways to drive more online and in-app engagement without losing the in-store magic.
METHODOLOGY
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Run variables to identify existing shopping behaviors for each touchpoint (in-store, online, app).
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One-hour, one-on-one interviews joining users on their online beauty shopping journey (Sephora and key competitors)
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12 minute online survey among a nationally representative sample of beauty consumers, with a mix of preferred beauty retailers and touchpoints. Quantifying needs and opportunities identified in previous phases
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Bringing the in-store and digital teams in the same room to strategize next steps - identifying the unique priorities of each touchpoint and opportunities for synergy.
IMPACT
In-store
Beauty shopping is a sensorial experience and
brick-and-mortars are not going away.
Double-down on elements that inspire exploration, discovery, and surprise and delight.
Website
Online is for beauty research - reading reviews, watching tutorials, following influencers.
Make Sephora.com a trusted destination.
App
The Sephora app is a resource, a tool - i.e. looking into how many Beauty Insider points accrued, finding order #’s/receipts, reviewing products while shopping in-store.
Leverage the app as a bridge between in-store and online. Streamline. Declutter. Ease.
