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.
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