![]() The company now operates some 2,300 stores in 33 countries worldwide, with more than 430 stores across the Americas. Sephora’s beauty retail concept was founded in France by Dominique Mandonnaud in 1970, and acquired by LVMH Moët Hennessy Louis Vuitton in 1997. Here’s an inside look at how the company has digitally transformed the beauty space to better meet the needs of customers and dominate the market–in a rapidly-changing retail environment. “That’s how we approach things, and as long as we’re doing it through the lens of our customer and finding ways to simplify and enhance their shopping experience, we’re willing to put focus there.” “It’s about being open to new ideas, and working with partners to develop the right solutions–and being willing to do things that maybe our clients don’t even know that they want yet,” Laughton said. While other cosmetic companies rely heavily on department store sales, Sephora offers customers a number of tech options that allow them to personalize their shopping experience by trying on makeup virtually using AR, matching their skin tone to a foundation with AI, and sampling a fragrance via a touchscreen and scented air.įurther, in Sephora’s Innovation Lab, launched in 2015, a team of executives hired from the marketing, product development, and technology industries source, develop, evaluate, test, and ultimately launch new offerings and technologies for shopping in the store and online. ![]() So we know to be successful as a retailer, we’ve got to be where our clients are, and give her tools and experiences that meet her needs.” “We are very focused on our customers, and we know that her life is increasingly reliant on digital. “Digital and innovation have always been part of our DNA at Sephora,” said Mary Beth Laughton, Sephora’s executive vice president of omni retail. It’s Sephora, the industry-leading chain of cosmetic stores that has leveraged digital transformation to take pole position as the number one speciality beauty retailer in the world. Like many Silicon Valley startups, its team develops and pitches cutting-edge solutions and customer service experiences, promising to make life easier for its consumers.īut, this is no robotics company or maker of self-driving cars. In San Francisco’s Dogpatch district, a research laboratory explores new products that tap augmented reality (AR), artificial intelligence (AI), and RFID technology. Here's an inside look at its successful digital transformation. How Sephora is leveraging AR and AI to transform retail and help customers buy cosmeticsīeauty retailer Sephora followed customer technology trends to command the cosmetic industry worldwide.
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