Sephora's Digital Journey
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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
Excerpts
Digital Inittiatives
With the help of market research (MR), Sephora discovered that customers used their smartphones often even while shopping at a retailer’s physical locations. For instance, the customers searched for outside recommendations, product reviews, and better or competitive prices of the products they wanted to purchase in stores. On the basis of the findings of the MR, Sephora launched its mobile application, the “Sephora mobile app” in 2010. The application was designed to emulate the skills of a personal shopping assistant or a company salesman who provided knowledge about the product, recommendations, and the prices in a simple format.....
Trends in the Beuty Industry and Challenges for Sephora
The Beauty industry had undergone a massive disruption in the 10 years from 2008 to 2018 and had witnessed a sea change in the buying habits of its customers. The beauty brands too had shifted from a product-based model to an experience-based model. Ukonwa Ojo, senior VP at CoverGirl, a US-based cosmetics brand, opined, “New technologies make it easy for beauty lovers to access trends, looks, content and experiences. Shopping behaviors have shifted towards e-commerce and specialty versus traditional bricks and mortar...
Exhibits
Exhibit I:Sephora's Assorted Collection (2018)
Exhibit II: Social Media Presence (2018)
Exhibit III: Sephora's Twitter Followers (2018)
Exhibit IV:Competitors of Sephora (2018)
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