CH. 8 Segmenting and Targeting Markets
Sephora’s market segment are
women between ages 20- 40, these are women with a demand for skincare and
cosmetics to fulfill their needs. Sephora’s in store design indicates several
target markets including women and men. Specific sections of the store show
pictures of women of all cultures from 20-30, 30-40, 40-50+ and men 20-40+. The
segment of women attracted to Sephora would be those who value
fashionable/quality skincare, beauty, and fragrance products and are open to a
medium to high price range. Also, there are product sections with richly
decorated cosmetics that would appeal to young girls (pre-teen to teenager).
The black and white colors of the store allow for the customer’s focus to be on
the products and letting the products stand out and speak for themselves. The
wide assortment of brands, vendor exclusives, and private label combinations
would attract any shoppers looking for variety.
As far as Sephora’s
geographic segmentation, Sephora tends to carry more of a brand or product that
is in high demand in the particular country that Sephora stores are located;
for instance, in France women tend to use more skin care than American women,
so you would find more skincare products in stores located in France. Sehpora’s
demographic segmentation tends to be young and middle aged women, with a
relatively stable amount of income that can afford to buy their high end
products. These women are typically from different ethnic groups and cultures.
What makes Sephora stand out
from the rest is their “one to one marketing.” The loyalty card program was
valuable in helping to identify a select group of repeat in-store customers and
their preferences, Sephora was rapidly coming up against the limits of using a
marketing database managed by a third party. Seeking to gain more timely access
to the specific buying habits and behavior of its customer base, and the
ability to effectively identify links between online and in-store shoppers,
Sephora took its database in-house and developed its own customer-centric
marketing program to assist in driving sales across channels and building
better, more personalized customer relationships.
Sephora Shopper
Sephora Manhattan
Katie Holmes with daughter Suri
Sephora Manhattan
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