As one of the biggest international beauty stores, Sephora has managed to surpass retailers by increasing the number of engaged online and instore customers. After winning the 2017 The World Retail Congress’s International Retailer of the Year, the company has been able to enhance the in-store retail experience by letting customers take the in-store experience home with them. “Sephora has more than 20 million customers that shop and interact with the brand with thousands of products and 100 brand partners who bring these products to life (Forte, D. (2017)”. Now all of these customers have the ultimate online shopping experience.
In the midst of this Social/Mobile Marketing Era, business has changed its focus from being all about maximising a company’s financial return, to real-time connections, and social exchanged based on relationships driven by the consumers. An industry that understands and uses customer engagement as a tool is the beauty industry.