Ch. 16 - Integrated Marketing Communications
Sephora has made a name for itself as one of the most actively engaging brands in the industry by emphasizing its customer-loyalty program and giving in-store customers hands-on access to all of its products. Sephora was one of the first beauty marketers to embrace online initiatives and eagerly continues to take advantage of new technologies.
To publicize their company even more Sephora uses the channel of Print advertising such as the brand’s seasonal catalogs still have a very important place within Sephora’s marketing advertising strategy, but digital advertising is quickly gaining ground as an effective way to reach on-the-go consumers. Sephora aims to give clients easy access to beauty information by utilizing and combing all available marketing outlets, including targeted E-mails, Facebook and Twitter pages, an iPhone app and a mobile website.
Sephora also uses personal selling as a chance to interact with a customer, by letting a makeup artist explain how the makeup is used and what exactly is suitable for the client, so the client is influenced to buy as much products as the client needs.
Sephora communicates with their consumers through mass communication such as E-mail, Facebook, Twitter, Sephora apps and their website. Also Sephora communicates interpersonally with their customers by having them come into stores and asking as many questions they like with no limitations. Advancing technology in the world has allowed Sephora to reach unprecedented heights in consumer engagement, and has provided tangible customer feedback for future marketing and product development.
Clients have submitted more than 1 million product reviews on Sephora.com and 1.2 million Sephora Facebook fans engage with the company each day.