Sephora announced several strategies and technologies focused on omnichannel retailing, for both in-store and mobile shopping.
The first is “Sephora Flash”, an Amazon Prime style subscription service, offering customers free 2-day shipping on all products for $10 per year. The Flash will be free for their Rouge Beauty Insider members, who spend more than $1,000 in a calendar year.
Second is “Augmented Reality”, allowing customers to engage with custom content by placing their phone over the images of the nine female founders found in the retailer’s windows and display cases. Launching in April, scanning the images will show content options, such as interviews and product videos. The stores will also deploy beacons that a customer can opt-in on, receiving birthday alerts, loyalty program updates and events happening in the store.
Sephora is also launching “Pocket Contour”, a new mobile app, where a customer can upload a photo of herself and get personalized face contouring advice and product recommendations.
In their San Francisco corporate hub, Sephora has created an “Innovation Lab”, where the Sephora team can brainstorm and test ideas in a think-tank environment and the company can groom future management.
We’re completely focused on making shopping more efficient, intelligent and fun for our clients,” said Julie Bornstein, chief marketing and digital officer for Sephora.
Source: Retailing Today
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