case study.
Sephora logo, 2018.
Sephora is a leading cosmetics retailer, available in over 31 countries worldwide. The retailer was previously owned by Boots PLC but once being taken over by LVMH it became a major competitor for the Boots chain. Sephora pride themselves on its innovative approach to marketing and have always focused on offering a unique and engaging shopping experience, in-store and online. Sephora have evolved with technology advancements, incorporating digital into its business strategy. As a brand they continue to innovate and expand the possibilities of utilising technology, integrating its omichannel experience and launching 'smart' stores.
'The Beauty Hub' is a modern, new experience Sephora are offering in many stores. A variety of digital apps are featured within the hub, offering the opportunity to virtually test products, shop connected terminals and engage in make up tutorials.
The 'Virtual Artist' is an app accessible from a smartphone or in-store. The service, implemented by augmented reality and artificial intelligence, allows individuals to try on make up look virtually and access to detailed information, tutorials, recommendations and sharing looks on social media, continually creating a personalised and immersive experience.
Sephora Virtual Artist, 2017.
Sephora Beauty Hub, 2017.
Sephora Flash is a store concept that the brand first introduced in Paris. The connected store offers services such as click and collect, a digital catalogue promoting products not sold in the store so the accessibility of products is increased, physical and digital shopping baskets, near field communication tags are attached to products for consumers to scan onto tablets to access history, information and advice, selfie and portable charging areas. The limitless digital components within these stores create an ultra-connected environment creating a deeply engaging experience.
Beauty TIP (Teach, Inspire, Play) workshop concept stores are an initiative Sephora introduced to educate its consumers. Customers can participate in group beauty lessons or via its Virtual Artist Technology whilst gathering inspiration from The Beauty Board, a digital screen advertising user generated content. Consumers can play, browse and share looks on the digital screen and online from an in-store environment.
There are many articles featuring Sephora as a successful case study for digital innovation creating unique shopping experiences:
New Sephora Experience: Sephora is reinventing the customer experience with the 'New Sephora Experience', featuring the Beauty Hub with digital apps to test products, shoppable connected terminals, a table for beauty tutorials and more. The digitally-enabled experience is bold and non-conformist.
Sephora Lab: The brand continues to innovate to enhance the customer experience through the Sephora Lab, an internal program to develop new creative concepts, fueled by ideas from Sephora employees.
Sephora Flash: Sephora continues to pioneer digital innovations with an exciting new shopping experience, opening the first connected beauty store. Sephora Flash is a disruptive concept that blends beauty and technology.
Why beauty will continue to rule retail in 2018: "Experience" is a buzzword in retail today, with companies falling over each other to create a store with the right atmosphere, the right price points and loyalty programs, and a unique format. But beauty, more so than any other sector, has been at the forefront of that trend. Storefronts in that category tend toward the experiential — and none more so than Sephora's.
Sephora Mastered In-Store Sales By Investing in Data and Cutting-Edge Technology: Brick-and-mortar shopping for all retailers seems to be shrinking, although Sephora continues to bet big on marrying the physical retail experience with digital twists in its more than 400 stores in the U.S.