Promotion Strategies
- Qian Li
- Sep 4, 2020
- 3 min read
One of my favourite retail stores would be Sephora and I always purchase beauty products, including makeup and skincare products, from Sephora stores. In this post, I would identify the promoting strategies and see how Sephora align them to their customer's needs.
Sephora creates awareness of its product by marketing on various platforms and blending the online and in-store experiences. Sephora has actively liking, commenting and responding to customer's posts and engaged with influencers to understand the consumer's needs. For online shopping, Sephora has its own app and website, which includes most of its products. Regarding in-store experiences, Sephora builds the in-store experience that the customers desired. They have the testers in-store, and the retail assistants would assist you in finding your best fit.
Sephora has a unique strategy to get consumers to try the products. In retail, they have nearly all of their products on display, so customers can try almost every product. Besides, customers can consult the retail assistants about what would be their best-fit and they will give the customers samples to try on. Regarding online marketing, Sephora uses social media such as Facebook, Instagram and YouTube to share campaigns, tutorials and upcoming events. Thus, it can attract others to try the products used in the tutorials, participate in the upcoming events as well as involve in the campaigns.
Sephora gives information about the product to its customers through online apps, in-store experience and online tutorials. In Sephora's online store or mobile apps, the details about the products are displayed, along with the review and availability. Regarding in-store experience, nearly all products are displayed in-store, and the consumers can ask the retail assistants for more information. Regarding online tutorials, it shows the consumers how can they apply the product, and what tools should they use to create the look.
Regarding retaining loyal customers, Sephora has a loyalty program that rewards the customers and tailors to their needs. In the loyalty program, Sephora offers the members double points in their birthday month, offers in-store events and discounts for gold and black card members twice per year. Sephora requests the members to fill out the beauty profile which includes information including their skin type and skincare routines, so they can tailor the suggestions accordingly.
As mentioned before, Sephora has almost all of its products displayed in-store, thus, the customer might spend more time in-store to try the products. According to a 2015 study, the more time a customer holding and looking at a product, the more likely he or she will buy a product. Another way is that Sephora has a various brand in its stores, including the ones that are exclusive to Sephora. This can not only attract the customers but also pressures them to purchase the products in Sephora.
Sephora attracts the customers to buy their product frequently through its loyalty program and promotions. Regarding the loyalty program, as mentioned in figure 5, the more points you have, the more benefits you can enjoy. Besides, black card and gold card members can enjoy private sales. Thus, the customers are more likely to come back frequently due to the benefits. Sephora constantly puts things on clearance in retail and online, which attracts customers to buy more and more frequently.
Sephora promotes itself on social media to identify more customers. Sephora established the Instagram influencers marketing strategy, which focuses on building long-term relationships with local influencers. Also, it posts videos such as how-to tutorials on Youtube to engage with the audience who are interested in makeup and skincare. References: https://www.businessinsider.com.au/sephora-how-beauty-retailer-gets-spend-money-sales-tactics-2019-8?r=US&IR=T https://postfunnel.com/analyzing-the-makeup-of-sephoras-marketing/ https://www.sephora.com.au/products/becca-party-popper-ultimate-lipstick-love-mini-kit-limited-edition/v/default https://www.sephora.com/beauty/mobile https://www.sephora.com.au/store-locations https://izea.com/2019/06/21/sephora-influencer-marketing/
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