NHS6004 Health Care Law and Policy
Looking for a retail brand that has made best use of digital media to enhance the shopping experience? Then look no further than Sephora. This US-based beauty retailer has been incredibly savvy at seamlessly integrating all the latest web, social and mobile media platforms with the physical store to drive customer engagement and sales. They have cleverly leveraged social media – through Facebook, Twitter and Instagram – to build an on-going dialogue with a large and loyal online fan-base of beauty lovers. They have developed mobile, tablet and in-storedigital media platforms to interweave the online / offline shopping journey. Sephora is an amazing retailer and is definitely ahead of its time. Their social media has a huge impression on younger girls in a not so beautiful way.
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Sephora Social Media Impact Sephora is a chain of cosmetic stores founded in 1970. Featuring nearly 300 brands, along with its own private label, Sephora offers beauty products including makeup, skincare, body, fragrance, nail color, and hair care. It’s every beauty lover’s neverland. Sephora is the largest prestige beauty specialty retailer in the world, and are one of the top 50 retail sites in the U.S. According to Comscore, during 2010, Sephora.com had 310,000 visits each day with 11 page views per visit. Sephora has captured approximately 30% of the U.S. online market, making Sephora the number-one beauty website. Sephora also had nearly 900,000 Facebook fans and 100,000 Twitter followers by 2010. Also in 2010, Sephora already had 15 million customers signed up for the Beauty Insider program, and about 80% of Sephora’s sales came from Beauty Insiders. Sephora’s web presence is an important part of its strategy because young clients are going online to make purchases and Sephora needs to be able to reach clients online and through apps. Bornstein believes a mobile app could help clients while shopping in stores by giving themthe information they need such as ratings and reviews to make purchasing decisions. When I’m on the hunt for makeup or beauty products of any kind there are normally two names that come to mind: the two biggest rivals in the makeup selling industry, Sephora and Ulta. From perfume, to mascara, to curling irons, and skincare lines, they have it all. Ulta even has a full-service hair salon in each of their stores. I don’t think this battle of the brands is going anywhere anytime soon. So, who’s winning in terms of digital marketing strategy? Let’s look at both of these popular makeup brands. Which one of these makeup brands is winning in the digital space? First of all, it’s important to note that Ulta sends out a monthly mailer with specialsand coupons, while Sephora is all email. In terms of social media authority, Sephora has more followers on Facebook, Pinterest, and Twitter than Ulta. Both brands have stepped up their game
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with an app to help make their cons