Sunday, October 28, 2012

Ch. 18 - Sales Promotion and Personal Selling

The tools that are used by Sephora for consumer sales promotion are often coupons, online sales promotion, point-of-purchase display, sampling and their beauty insider loyalty program Sephora, a leader in the beauty business uses many sales promotion activities to stay ahead of the game. Sephora uses consumer sales promotion which is targeted to the ultimate consumer market. The types of consumers that Sephora targets are loyal consumers, brand switchers and price buyers., a client loyalty program as a way of thanking clients with special products, exclusive information, and an all-access pass to personalized beauty. Sephora offers online promotion codes, which consumers can use on the company’s website to get discounts, free shipping and exclusive gifts. Sephora also sets up point-of-purchase display, which is set up the store to advertise specific products and induce impulse buying. 

free online promo code

point of purchase display

The Sephora Beauty Insider is a rewards program that offers customers coupons, discounts, and points (to redeem for deluxe size samples) for frequent buyers. The program is available to all Sephora customers and is free for sign-up. Each dollar spent is equal to one point, every one hundred points offers a free "deluxe" sample-size product (from a luxury brand). There is also a 500 point redemption level, which usually consists of a boxed set of multiple samples. Beauty Insider members also receive sample-size gifts on their birthday. When a member spends $350 in one calendar year, they are upgraded to a Very Important Beauty Insider membership (V.I.B.) and will retain that status throughout the following year. 


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