Sunday, September 30, 2012
Sunday, September 23, 2012
Ch. 4 - The Marketing Environment
Sephora's number one priority has always been customer satisfaction; and so they have implemented a number of steps to ensure their customers are always happy and satisfied with their shopping experience. Further expanding the Sephora experience, for instance in 2009-10 Sephora realized that smart phones and other similar devices were here to stay. They also realized that customers wanted product reviews and were spending more time online. Sephora designed “Sephora to Go,” a mobile friendly website that can be accessed by the majority of smart phones. Heavily accessed by thousands of customers, “Sephora to Go” offers product reviews and ratings on all their products. Sephora continued to harness the power of technology by creating a “Sephora to Go” iPhone application in October 2010. Earning 4.5 stars by users on iTunes, the iPhone app further expands the “Sephora to Go” mobile site by offering customers the ability to purchase products, view and purchase new products, view special mobile offers, get advice from other Sephora fans on Facebook, watch videos, access product ratings and reviews, look up past purchases, create a gift registry, and scan product barcodes to quickly pull up product information.
Finally, in July 2011, Sephora completed the design and distribution of their iPad application.The iPad app was a smart decision on behalf Sephora because unlike their mobile website or iPhone app, it “features live beauty news from Sephoraʼs Facebook and Twitter feeds, its Beauty Talk community.
Sunday, September 16, 2012
Ch. 3 - Ethics & Social Responsibility
According to Sephora's wesite, “Sephora USA, Inc is committed to conducting business in a legal, ethical and responsible manner. We expect our suppliers to respect and adhere to the same business philosophy in the operation of their businesses.”
The California Transparency in Supply Chains Act of 2010 (SB-657) requires retail sellers and manufacturers doing business in California to disclose their efforts to eradicate slavery and human trafficking in their direct supply chain. To address the requirements of this Act, Sephora discloses the following:
· Sephora shares with, and expects its direct product suppliers to adhere to and to implement, Sephora’s Supplier’s Code of Conduct. Sephora’s Supplier’s Code of Conduct addresses working conditions for suppliers and specifically prohibits the use of involuntary or forced labor, human trafficking, child labor, and harassment and abuse.
· Sephora has communicated and will continue to communicate the requirements of our Supplier’s Code of Conduct to our direct suppliers to ensure that materials incorporated into our products comply with all applicable laws regarding slavery and human trafficking.
· Sephora maintains internal accountability standards and procedures for employees and contractors who fail to meet our standards, including but not limited to prohibitions against slavery and trafficking.
Sephora’s corporate social responsibility for society’s welfare has led the company to contribute to the Conservation Cotton Initiative (CCI), by selling limited edition EDUN for Sephora make-up palettes. Each palette is enclosed in a natural wood case and an organic cotton drawstring pouch made in Uganda. Three dollars of each sale will go to the Wildlife Conservation Society to fund activities of the Conservation Cotton Initiative in Uganda.
|sephora's collection edun for sephora palette - contrast |
Friday, September 7, 2012
Ch. 2 - Strategic Planning for Competitive Advantage
Sephora has always been ahead of trends and this innovative beauty retailer has targeted social media as its marketing strategy. Sephora’s marketing research found that 50% of women use their mobile for purchases and checking email every day. All of the social media, facebook, twitter, instagram, pintrest and YouTube have brought a whole new meaning to interactive customer shopping. Johnna Marcus is the marketing director of Sephora, started out on a mission to totally revamp Sephora’s wesite and now a newly launched and optimized website is truly a dynamic user experience. Reviews, how-to videos, inspirational beauty boards, and a forum dedicated to beauty are just a few ways Sephora has united the voice of the socially connected consumer on their website.Most recently, Sephora established “Pin It” buttons on all of their web and mobile product page to allow for quick and easy sharing on Pinterest. Also on Instagram Sephora gives their customers an exclusive behind the scenes view of the empire with snapshots and tutorials. They have more than 35,000 followers on Instagram to date. Sephora has also developed their own app which have been downloaded over 5 million times and their mobile sales saw a 300% increase in 2011. Their YouTube channel has over 11 million views to date. Sephora’s marketing plan took years to complete and has the competitive advantage of other beauty retailers who have not yet taken a step into the technological future.
Launching of Sephora's new website.