0 sephora case study v2

Kathy Jiang
Kathy JiangGlobal Senior Marketing Manager / adidas Originals à adidas Group
0 sephora case study v2
It is no longer about how to pull
consumers out of couches, drive them to
store and capitalize the visit.
It is ANYTIME, ANYWHERE.
As long as consumers are connected.
Inform and educate consumers
Influence, Engage and Interact to be part of decision making
Trigger purchase intention on all different platform to capitalize it
Enable sharing and discussions to win more customers
 Segment your targets and understand their needs
 Define consumer journey & moment of truth
 Create key message and keep it consistent
 Develop right media channel communication to approach and
engage consumers
 Drive consumers to brick and mortar store and generate sales
 Segment your target and understand their needs
 RE-Define consumer journey & zero moment of truth
 Create key message and keep it consistent
 Develop right media channel communication to approach, engage and
enable consumers to share and promote your products
 Streamline shopping experience online and offline to empower
consumers’ purchase at ANYTIME, from ANYWHERE.
CROSS PLATFORM INTERACTION
has built a reputation as a big player in brand/ecom website
Online Community,
E-Commerce and gift cards,
Member Club “Beauty Insider”…
are all fully mobilized
on smartphones and tablets
Has successfully integrated digital and mobile interface
Mobile and retail stores are merging, Sephora have recognised their customer base is mobile 24/7
and by connecting the store with the device are able to combat “showrooming”, provide an
enhanced shopping experience and drive loyalty.
is making mobile the “ultimate personal shopper”.
0 sephora case study v2
Selecting foundation can be daunting.
Makeup shoppers always have difficulties/needs to march their skin
color to the right brand, right formula, right shade of foundation.
It is opportunity to provide unparalleled beauty expertise and be part of
consumer’s decision making with value added advice.
Sephora partner with color specialist Pantone to come up with concept of
Color IQ, use high tech gadget to identify skin tone and provide choices based
product across 10,000 options in database.
Center the whole campaign at this concept to start the conversation till
sales generated.
NEVER WEAR
THE WRONG
FOUNDATION
AGAIN.
Owned media: How-to video uploaded @Sephora TV, launch @Beauty Studio;
SMS/emails to “beauty insiders”
Earned media: Released How-to video on YouTube
Viral video and spread the message through twitter, facebook and Pinterest
https://www.youtube.com/watch?v=UgcEh7r2ds4
Paid/Earned Media: Initiate the sharing of online reviews,
endorsement and video of Color IQ from fashion magazine editors,
Beauty blogger and other early adaptors.
Owned Media: Repost latest endorsement @Sephora Glossy and
answer the questions @BEAUTY TALK
Show what Sephora Staffs’ pick and buzz about on pinterest
@Today’s Obsession
Color IQ Experience @Store
1. Handheld scanner device take 3 photos of
skin, on neck, lower cheek and forehead, and
translated into official pantone color.
2. Wireless connects to an IPAD, to select 3-4
options from 1,000 foundations from various
brands in Sephora's database.
3. Now it is consumers’ choice to buy it now or
later.
Color IQ Experience @ipad, iphone & sephora site
1. Just select one foundation shade you love, and the
site will calculate your skin tone number and
share comparable products in that shade from
other brands.
2. Matches provided right away with full content of
product description, usage, ingredient, and reviews
from others, includes the link to place order for
each one
@ All the social network platforms
The links to products shopping page are provided with selected product
recommendation together at the end of Color IQ conversations
Besides that …
My Beauty Bag enable consumers to collect favorite
products and organize them in one place;
Create wish list for future buy
Keep track of online and in-store purchases
Easily view and track points and rewards.
My passbook can push message or coupon based on
your location
Product Scan Instore enable navigate self-service
WHAT IS THE KEY TAKEAWAYS?
#1 The customer is digital.
Sephora have built digital audience profiles of their
customers.
Knowing what they are doing from when they wake up in the
morning to when they go to bed at night, what devices are
being used and when and how the customer is jumping from
one device to another.
This means they are able to provide utility or a message at
the right time on the right platform.
#2 Data is everything.
Collecting data is just one step, using it to provide a service
is something else entirely.
Sephora use tablets in-store to aid customer service.
Colour IQ is a programme where you can have your makeup
colour matched and then an iPad is used to filter and pick
the products that are best for you. This is data in real-time
and not only does it improve the customer experience, it
leads directly to sale.
#3 The power of content.
Content is one of the most powerful tools.
Anyone can generate content, the best practice in content is
knowing what content your customers actually want.
Sephora believe that content should be inspiring and
educational. They have listened when their customers have
asked for How-to videos, step by steps on Pinterest boards
and trend forecasts. Great content that is easily consumable
on mobile.
Technology does not make a successful campaign,
But marketing expertise and digital mindset do.
Technology does not make a successful campaign,
But marketing expertise and digital mindset do.
 Offer what tugs consumers’ heartstrings
 Crave / Visualize content to tell a good story
 Enhance the brand connections
 Cultivate the consumer relationships
 Tailor the shopping experience
 Be “always on”
 in REAL TIME and Location Based Service
QUESTIONS?
THANK YOU.
1 sur 26

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0 sephora case study v2

  • 2. It is no longer about how to pull consumers out of couches, drive them to store and capitalize the visit.
  • 3. It is ANYTIME, ANYWHERE. As long as consumers are connected. Inform and educate consumers Influence, Engage and Interact to be part of decision making Trigger purchase intention on all different platform to capitalize it Enable sharing and discussions to win more customers
  • 4.  Segment your targets and understand their needs  Define consumer journey & moment of truth  Create key message and keep it consistent  Develop right media channel communication to approach and engage consumers  Drive consumers to brick and mortar store and generate sales
  • 5.  Segment your target and understand their needs  RE-Define consumer journey & zero moment of truth  Create key message and keep it consistent  Develop right media channel communication to approach, engage and enable consumers to share and promote your products  Streamline shopping experience online and offline to empower consumers’ purchase at ANYTIME, from ANYWHERE. CROSS PLATFORM INTERACTION
  • 6. has built a reputation as a big player in brand/ecom website
  • 7. Online Community, E-Commerce and gift cards, Member Club “Beauty Insider”… are all fully mobilized on smartphones and tablets Has successfully integrated digital and mobile interface
  • 8. Mobile and retail stores are merging, Sephora have recognised their customer base is mobile 24/7 and by connecting the store with the device are able to combat “showrooming”, provide an enhanced shopping experience and drive loyalty. is making mobile the “ultimate personal shopper”.
  • 10. Selecting foundation can be daunting. Makeup shoppers always have difficulties/needs to march their skin color to the right brand, right formula, right shade of foundation. It is opportunity to provide unparalleled beauty expertise and be part of consumer’s decision making with value added advice.
  • 11. Sephora partner with color specialist Pantone to come up with concept of Color IQ, use high tech gadget to identify skin tone and provide choices based product across 10,000 options in database. Center the whole campaign at this concept to start the conversation till sales generated.
  • 13. Owned media: How-to video uploaded @Sephora TV, launch @Beauty Studio; SMS/emails to “beauty insiders” Earned media: Released How-to video on YouTube Viral video and spread the message through twitter, facebook and Pinterest https://www.youtube.com/watch?v=UgcEh7r2ds4
  • 14. Paid/Earned Media: Initiate the sharing of online reviews, endorsement and video of Color IQ from fashion magazine editors, Beauty blogger and other early adaptors. Owned Media: Repost latest endorsement @Sephora Glossy and answer the questions @BEAUTY TALK Show what Sephora Staffs’ pick and buzz about on pinterest @Today’s Obsession
  • 15. Color IQ Experience @Store 1. Handheld scanner device take 3 photos of skin, on neck, lower cheek and forehead, and translated into official pantone color. 2. Wireless connects to an IPAD, to select 3-4 options from 1,000 foundations from various brands in Sephora's database. 3. Now it is consumers’ choice to buy it now or later.
  • 16. Color IQ Experience @ipad, iphone & sephora site 1. Just select one foundation shade you love, and the site will calculate your skin tone number and share comparable products in that shade from other brands. 2. Matches provided right away with full content of product description, usage, ingredient, and reviews from others, includes the link to place order for each one
  • 17. @ All the social network platforms The links to products shopping page are provided with selected product recommendation together at the end of Color IQ conversations
  • 18. Besides that … My Beauty Bag enable consumers to collect favorite products and organize them in one place; Create wish list for future buy Keep track of online and in-store purchases Easily view and track points and rewards. My passbook can push message or coupon based on your location Product Scan Instore enable navigate self-service
  • 19. WHAT IS THE KEY TAKEAWAYS?
  • 20. #1 The customer is digital. Sephora have built digital audience profiles of their customers. Knowing what they are doing from when they wake up in the morning to when they go to bed at night, what devices are being used and when and how the customer is jumping from one device to another. This means they are able to provide utility or a message at the right time on the right platform.
  • 21. #2 Data is everything. Collecting data is just one step, using it to provide a service is something else entirely. Sephora use tablets in-store to aid customer service. Colour IQ is a programme where you can have your makeup colour matched and then an iPad is used to filter and pick the products that are best for you. This is data in real-time and not only does it improve the customer experience, it leads directly to sale.
  • 22. #3 The power of content. Content is one of the most powerful tools. Anyone can generate content, the best practice in content is knowing what content your customers actually want. Sephora believe that content should be inspiring and educational. They have listened when their customers have asked for How-to videos, step by steps on Pinterest boards and trend forecasts. Great content that is easily consumable on mobile.
  • 23. Technology does not make a successful campaign, But marketing expertise and digital mindset do.
  • 24. Technology does not make a successful campaign, But marketing expertise and digital mindset do.  Offer what tugs consumers’ heartstrings  Crave / Visualize content to tell a good story  Enhance the brand connections  Cultivate the consumer relationships  Tailor the shopping experience  Be “always on”  in REAL TIME and Location Based Service