Why We Love Sephora: Latest CXI Case File

by Jeannie Walters

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

Instead of understanding the way customers behave, they fight it in ways that focus on anything BUT the customer. Customers have access to more information than 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 goes to show, if you offer what customers want (not what you want for them), they’ll pay you back! Some of the highlights from our latest CXI® Case File:

  • Sephora offers a multichannel experience with wifi in any 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 more than 2 million downloads!

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

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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators™ by 360Connext, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, a Forbes Coaches Council Member, a C-Suite Network Advisor, a LinkedIn Learning and Lynda.com instructor, and a TEDx speaker. Learn more here.

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