Sephora's Digital Journey

Case Code: BSTR566
Case Length: 14 Pages
Period: 2010-2018
Pub Date: 2019
Teaching Note: Available

Price: Rs.400
Organization: Sephora
Industry: Retail
Countries: US, Europe, South East Asian countries & Middle East countries
Themes: Digitalization, Digital Transformation, Market Expansion, Digital Technologies, Digital Innovation, Omni Channel Retail

Abstract Case Intro 1 Case Intro 2 Excerpts

Background Note

In 1969, Dominique Mandonnaud (Mandonnaud), a Frenchman, opened a perfumery named 'Shop 8' in Limoges, France. At that time, buying perfumes and beauty products came with the rigid concept of 'buy before you try'. The products were displayed under well-guarded counters and were presented by the sales representatives. However, Mandonnaud deviated from that traditional concept and took the products out of the counters and displayed them at the center of the store for the customers to try and test before they purchased them. This new way of buying perfumes was a hit with women and led to the opening of a dozen more 'Shop 8' stores in that area by 1979...

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