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Case Details

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/ Digital Innovation/ Omni Channel Retail
Case Studies  
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Sephora`s Digital Journey

 
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EXCERPTS

DIGITAL INITIATIVES

 

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.....

 
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TRENDS IN THE BEAUTY 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)