Why We Love Sephora: Latest CXI Case File


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Many retailers have been spending a lot of time and energy battling showrooming.

Instead of understanding the way customers are behaving, they are fighting it in ways that are focused on anything BUT the customer. Customers have access to more information that ever before, and aren’t afraid to use it. Can I get a better deal online? Let me just use my smart phone to find out!

But Sephora is taking a markedly different approach – and we love it!

Sephora, the beauty supply and cosmetics retailer, offers customers choice of all kinds, and customers are rewarding them with loyalty.

It just goes to show you, if you offer what customers REALLY want (and not what you want them to want), they will pay you back with real growth. Some of the highlights from our latest CXI® Case File:

  • Sephora focuses on the multichannel experience, offering wifi in any store to access their online store, scannable purchases, and online shopping lists.
  • Their Beauty Insider Loyalty Program has tiers for all customers – meaning you don’t have to shop there everyday to earn rewards.
  • Access your own shopping history (from both in-store and online) via their mobile app, which has been downloaded more than 2 million times!

Investing in the customer experience, making it seamless and proactively supporting customer habits has helped Sephora grow 150% via their mobile shopping channel from 2012 – 2013!

Case closed.

This customercentric focus and true investment in the overall customer experience means Sephora’s Case File will be filed under “Approved!”

Customer Experience Case File: Sephora

Republished with author's permission from original post.

Jeannie Walters, CCXP
Jeannie Walters is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a globally recognized speaker, a LinkedIn Learning and Lynda.com instructor, and a Tedx speaker. She’s a very active writer and blogger, contributing to leading publications from Forbes to Pearson college textbooks. Her mission is “To Create Fewer Ruined Days for Customers.”


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