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Adv420 presentation final

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Adv420 presentation final

  1. 1. ADV420 final presentation Xuanqi Yu Sephora—a beauty store
  2. 2. Overview • Sephora is a Paris , France-based multinational chain of personal care and beauty stores founded in Paris in 1970. • Sephora is owned by luxury conglomerate LVMH as of 1997 • The Sephora logo is a white "S"-shaped flame against a black background. The name comes from the Greek spelling of Zipporah, wife of Moses • Sephora currently operates over 2,300 stores in 33 countries worldwide [21] generating over an estimated $4 billion in revenue as of 2013. • Main target audience: higher-income women. And Sephora tries to appeal to women who value quality and are willing to pay for it.
  3. 3. Social Media • Facebook: 18,092,054 followers • Instagram: more than 1.5 millions followers • YouTube: 111 millions subscribers • Twitter: 249K followers • Social media can become an invaluable source of insights and feed back
  4. 4. Web Design
  5. 5. Sephora‘s head of marketing “We want to make sure that we are catering to not just folks who are the ultimate beauty junkies but also people who are early in their beauty journey and exploring beauty for the first time.” Deborah Yeh Senior Vice President of Marketing and Brand at Sephora
  6. 6. Integrate Retail and Digital Marketing • Use shopper data to integrate the retail and mobile experience. • Gather marketing data to emphasize customer experience. • Use data to build customer confidence to influence sales
  7. 7. Reward Marketing • Reward marketing is the practice of using a rewards or loyalty program to entice both new and existing customers. • Sephora uses highly-sophisticated segmentation to create customized newsletter content. • VIB Rouge as a Status Symbol. VIB Rouge isn’t just another rewards program. • Going above and beyond with aspirational marketing for reward tiers is how Sephora continues to acquire and retain customers who are incredibly eager to part with their money.
  8. 8. Online Advertising • Display advertising is the oldest form of online advertising ad is similar in concept to print advertising. Brands create image or video based advertisements that are displayed on a third party’s website. • Search engines are a powerful opportunity for brands, it’s been said that 80% of all transactions begin with an interesting search.
  9. 9. E-Marketing and Budget Budget Category Descriptions/programs 2011 Budget Allocation Video Production Gain exposure , video must “fit”brand $350,000 Video/YouTube Advertising “How to Curl Your Lashes” and “How to Get Perfect Brows.” Hit sensation, “How to Get Smokey Eyes” – attracted over 1 million views $Included Facebook Development Become FB fan 10% off next purchase $200,000 Social Partners Beauty Talk, Twitter, Facebook $200,000 Mobile iOS, Android Applications $500,000 Store Kiosks 1000 Stores, 23 Countries $300,000
  10. 10. Reference • https://www.retaildive.com/news/30- minutes-with-sephoras-head-of- marketing/510300/ • https://hbr.org/2014/06/how-sephora- reorganized-to-become-a-more-digital- brand • https://etailwest.wbresearch.com/how -sephora-integrates-retail-online- marketing • https://www.sephora.com/ • https://contentwriters.com/blog/seph ora-reward-marketing/

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