Sephora reinvents beauty care retail with digital makeover

Moët Hennessy Louis Vuitton (LVMH)-owned beauty care retail chain Sephora is reinventing its beauty care retail with social and mobile makeover by launching a personalised web experience, mobile site, iPhone app and iOS devices in over 100 stores.

Sephora Direct senior vice president Julie Bornstein said that digitalisation is must for the future of retailing and with new updates the brand is offering clients customisable experience in the beauty industry.

The company said that each product on the firm’s website has been tagged and indexed with 25 different characteristics featuring relevant data such as target age group, specific ingredients, formulations, fragrance, price, among others, to let customers search for products easily.

Sephora claims the website includes 80,000 additional images, product quick-views, considerable colour views and time-saving checkout, helping customers place orders by halving their clicks and time as well.

The retailer claims that customers can also check in-store availability for any of its over 300 stores, create favourite products list, learn new trends, receive personalised advice, watch tutorials and also interact with experts on both Sephora.com and m.sephora.com sites.

Pinterest, a social bookmarking tool for images and videos, has also been integrated with the beauty care firm , with its ‘Pin It’ button featuring on every product page, letting users pin any of the 14,000 products offered on the website.

Sephora is also testing iPads in its stores as a part of its mobile focus, as its 20 stores in the US have been provided with the Apple devices to offer consumers another option to navigate its range of products and interact with a menu of services offered at the Beauty Studio.

Its sales associate will have iPod Touch to help customers find and research about products from the Sephora app, added the company.