When talking about « beauty » at Sephora, it clearly isn’t skin deep. As a department Europe’s leading suppliers of luxury Louis Vuitton Moet Hennessy (LVMH) this retailer has carved a deep niche in the global beauty market has become a major presence across 24 countries and hundreds of retail center on the internet. In the United States and Canada, Sephora has grown to over 280 stores a little more than a decade. Its unique open-store sales environment, staffed by a group of beauty experts, to provide customers – who the company says its « customer » -direct access a wide range of products, including skin care, color, fragrance, bath and body.
Sephora is a world-renowned chain of cosmetics stores, taking chain business model. Sephora cosmetics sales broke the previous model and is similar to supermarket open-shelf model so that the audience is freely to choose the products they need. There are trained BA who can solve you personally answer questions and give you recommendation.
For product display, Sephora is very strict, the headquarters will be the expert group specifically designed programs for all products on display, each shop must be in strict accordance with the company issued the document. Throughout the implementation process by the manager responsible for the supervision, which is the mysterious visitor and internal audit discipline Inspections. Besides promotions, Sephora all topicsare unified planning of promotional activities by the headquarters, which will give the store a unified promotional transfer rules, and posters and decorative renderings. After receipt of the shop must be at a specified time within the adjustment completed. Under this guidance, the theme will replace the star counter quarterly main product. Promotions this world of high-end cosmetics retail giants are not the same, he is currently only doing basic activities for members, each member of the so-called special activities are only members exclusive benefits and discounts.
Today, online shopping has become a fashion trend, it established the official website of Sephora shopping channels. To a certain extent, the brand influence has deeply increased through the network of media, compared with the price of store, the official website will hold some discount activities, will also introduce full capacity free shipping activities. Disguised draw the consumer awareness. Categorized official website of the product is very clear and intuitive and features product reviews. The audience have a good experience and understanding, but also ad hoc special edition of the quarterly beauty including a variety of information.
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Written by Jiawei Xu
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