Sephora has several mobile initiatives
Sephora has 300 store US (N. America) #1 prestige on-line beauty store. the mobile web site was launched in 2010.
as of Dec 2013, the site was fully integrated with e-commerce and loyalty program - with the latest updates including a richer experience for the iPad and additional feature enhancements such as access to the loyalty card program with the iPhone’s new passbook app
Key Stats for for Sephora.com
- Over 50% of emails opened on a mobile device. (tablet or smartphone)
- 1/3 of Sephora.com transactions on mobile device
- Mobile orders up 176% from last yea
- 75% increase in mobile website traffic
- Push messaging heavily used for events, holiday deals and product launches. - Time sensitive and localized messaging increased redemption rates, utilized scarcity to incentivize fast action.
- +1.1 Million App downloads since Passbook launch - which automatically moved the apps to higher rank on ITunes. +400K sign ups for loyalty program in the first 90 days significant number came through mobile app.
Sephora’s mobile philosophy, Don’t think apps, mobile or tablet. - think of the customer experience what supports it. Women are early adopters of technology especially when its social and convenient to them.
Typical Sephora Customer Experiences
- Shoppers research product info, utilizing a “wish list” from her browsing of products, while in store “she” scans barcodes to read reviews and recommendations from her peers or age group, at the checkout she uses her loyalty card stored in her iPhone passbook so she can earn the loyalty points from her purchase.
- Shoppers are inspired to shop - incentives are used to get “her” to engage after her purchase, to talk about her experiences with the product - and she leaves her reviews or recommendations on the site to share.
The Sephora shopper path to purchases relies heavily on the ability of shoppers being able to move between any channel and being able to move to their experiences from the previous device they used.
Starting with awareness - from Tumblr, she follows a post about a product, to the Sephora site where she browses products and saves some of her interests to her basket, later at home, she logs into her social network to see if her friends have any recommendations or reviews of her product, based on this feedback, she goes to the store and tries/tests the product to see how it looks on her. If she doesn’t purchase it immediately, she goes home and logs back into her saved shopping basket and buys it online.
Simple critical path for the shopper.
1. Try it
2. Read review from friends, peer group or common interest
3. Buy it.
eGift cards were rolled out to mobile first then to web-site. - an instant ecard sent with customizable faceplate was automatically stored in iPhone passbook of the recipient. In addition the Sephora mobile app allows for plastic, physical gift cards to be stored in app and provides real-time access to each card’s remaining balance.
"Endless Aisle" concept for Holiday
QR coded product catalog poster was installed in-store where shoppers could scan and purchase on iPhone and have the items delivered directly to recipient for free. Key benefit allows shoppers convenience of not having to carry items home, wrap and ship the items on their own.
Delivery not available in-store at cash register, but on-site iPad running app is available for shoppers to use and order directly from m-commerce site.
Sephora uses “big data” in Mobile + Local campaigns; by tracking mobile transactions from previous purchases rich CRM data about customers is compiled and is used tosend very relevant email and mobile alert CTAs about products that the shoppers would be interested in.