Case Study : SEPHORA’S Omni Channel Marketing Strategy

What is Omni Channel Marketing Strategy? Reaching out to potential customers and existing customers across ALL channels of marketing like social media, emails, blogs, App, reward programs, customer service chat option on website etc. A brand connects all of these channels with one another while using the omnichannel marketing strategy. This provides a seamless experience to the users across all of these channels. The marketing is highly cohesive in the sense that the messaging, keywords, music, emotion etc. used is the same or very similar across the channels.

Here is an example. Have you heard of the cosmetics’ retail giant Sephora? I have broken down its omni channel marketing strategy below.

1.Website

Sephora has a full fledged website with an in-built customer service chat option what it calls the “Live Beauty Help”. When you chat with an agent enquiring about a skin concern or a particular product, they share the product link with you over chat. This takes you directly into the shopping funnel for that product. The website also shows all the in-store and online offers. If you have an account with Sephora, you can login and view your order history, rewards, special recommendations for you and also the offers that Sephora has exclusively for you.

2. App (Android/iOS)

The website also prompts you to download the app. You know when you download an app, you tend to get hooked. Also, once you download the app, Sephora is able to send you push notifications about the special recommendations and offers it has for you.

3. Social Media

Sephora has a strong presence across social media. Sephora does Live videos on Instagram at a regular basis in which popular beauty bloggers and influencer speak about their favorite beauty products that are available at this cosmetics’ retail giant. Sephora not only has its main page on Instagram but each physical store location has its unique page as well. Sephora’s activeness on Instagram is hard to match.

4. Marketing emails

Sephora will also send you marketing emails. You want to know when a product is coming back in stock? Sephora for sure will let you know so that you are pushed right into the shopping funnel. These emails contain links to the product on the website/app.

5. Text messages

Sephora also sends you Text messages about the special offers and recommendations. These text messages contain link to the website/app.

6. Reward program

Sephora also has a robust reward program. You buy, you get rewards which you can redeem. This essentially gets you in the habit of buying more. You move upwards through tiers like Beauty Insider, VIB and Rouge which essentially means more specialized rewards and offers. Therefore, making you purchase more. 

7. Pay in instalments

Sephora has a pay-in-instalment plan as some products could be on the pricier end. Giving a user the ability to pay in instalments is a smart way to make them believe that they can and should buy it regardless of whether they can actually afford it or not.

8. Refills

Sephora will prompt you to get refills or product like creams and shampoos as these are the products that a user needs on a regular basis. By doing this, the brand does not let the user go outside of the shopping funnel. It makes you believe that you WILL need the product again and hence, you MUST buy the refill.

9. Free Samples

Who does not want FREE SAMPLES? Sephora gives you free samples whether you shop online or in-store. These samples mean to give you a taste of these products which you might never have bought otherwise.

10. Special offers

There’s always a bunch of offers, both in-store and online. I don’t even have to elaborate on this one.

11. Try in-store, buy online

Sephora knows that many people want to try a product in-store but buy (at a later time of their convenience) online. You can go in-store, a beauty expert will help you try the product and before you know it, the product is in your email inbox. You can buy it  online whenever you want to.

12. Buy online, pick up in-store

Customers can make a purchase from the comfort of their home. They can them go pick up the order and also have the option of sending someone on behalf of them. The authorized person has to show their ID at the store.

13. Beauty Studio

Sephora provides make up services for those who want to get glammed up. You can pick from full face makeup, just the eyes or a particular feature’s makeup. The beauty expert who does your makeup will tell you every product that they use. A great way to make you purchase them.

14. Sephora is now on DoorDash

You Can Now Have Sephora Products Delivered to You in Under an Hour on DoorDash - the food delivery app. This is only available at select locations for now.

This is how SEPHORA is making its customers never leave the shopping funnel!

Author : Nikita Mathur

Date Published : 01 Nov 2022