Here’s How Sephora Is Still Dominating the Smartphone Game
A while back, we reported on how beauty and cosmetics brand, Sephora was using its mobile app to intelligently integrate retail and online marketing and providing its customers with incredible omnichannel experiences.
Before coming up with the idea for the app, Sephora had noticed that many of its customers used their smartphones when shopping in store to search for outside recommendations, product reviews, or even better prices on the products they were considering purchasing in-store.
To reduce the chances of customers getting their needs met elsewhere, Sephora instead poured all this data into a bespoke app designed to emulate the knowledge of a personal shopping assistant to provide personalized product recommendations, reviews, and pricing information in a clear and easy to read format.
Sephora
The app was an instant success and has been lauded as a shining example of omnichannel strategy done right. What’s even better is that Sephora has not rested on these laurels, but rather continued to develop and innovate the features and function of this innovative smartphone application.
For example, the Sephora app now uses location-based data to identify when a customer walks through the doors of one of its brick-and-mortar locations and then provides them with information which is, not only personalized to them, but also specific to the store they’ve entered.
For example, the app will recognize the exact store the customer is in and provide them with information regarding in-store discounts exclusive to that location, as well as other practical data such as a map of the floorplan to make it super simple to find the products they are looking for. Once the customer leaves the store, push notifications are sent to suggest additional products related to ones they tried while they were there.
These features augment Sephora’s already stellar omnichannel experience and truly blend the online and offline shopping world. By proactively activating the smartphone app as soon as the customer enters the store, Sephora makes sure they are not drifting to other sites and providers for additional information and gives itself the best chance possible of completing the sale there instead of using its stores for showrooming purposes.
Additional Features
Not content with its location-based innovations, Sephora has continued to add even more functionality to its mobile app – always with a firm focus on the customer experience.
To celebrate the anniversary of its amazing smartphone app, Sephora has been running a special competition. When visiting the Sephora website from certain parts of the world, customers are invited to scan a QR code. Once they scan the code they are taken to the app – or invited to download and install it if they haven’t already – and challenged to play minigames to win attractive in-app prizes.
In addition to this, Sephora is adding a same day delivery feature to its online offering. Customers can receive their beauty products within two hours if an order is placed by 1600 local time. Once an order is placed and same-day delivery is selected on Sephora.com or the Sephora mobile app, a courier will deliver it to the chosen address for a fee of $6.95.
This is especially useful when combined with the feature described above where Sephora sends in-store customers additional product recommendations after they’ve left the store. Customers can decide last minute whether they want any of the suggested products and have them delivered in time for a big night out or similar event.
"Sephora knows consumers now more than ever are seeking convenient and fast fulfilment options that are built into their shopping experience,” said the company in a press statement. "Nearly half of Sephora shoppers place Same Day Delivery in their top three delivery methods.”
Sephora is also bringing back its much-loved shopping advisory tools. Also available through its smartphone app, Live Beauty Help – formally known as Home Chat – connects customers to a real flesh and blood Sephora beauty advisor who is fully trained and possesses detailed knowledge of the entire Sephora range. Chatting with a real person online, customers can get advice on purchase and application, and never need to find themselves stuck when searching for a particular product or learning how to best apply an unfamiliar one.
Final Thoughts
As you can see, Sephora has been constantly developing its smartphone app and adding new features to better serve its legion of loyal customers. Whether it’s bringing brand new functionality or revamping older ones, Sephora knows customers are more likely to engage with an app if they are given multiple reasons to do so.
Smartphone apps are sure to be a hot topic at eTail West 2023, taking place in February 27 – March 02 at the JW Marriott Desert Springs, Palm Springs, CA.
Download the agenda today for more information and insights.