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    Sephora Direct: Investing in Social Media, Video and Mobile

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    Chitralekh Barve
    Sephora is investing heavily in social media, video, and mobile platforms to engage customers and drive sales. They have over 18 million Facebook fans and publish tutorial videos on YouTube with over 3 million views. Sephora's "Beauty Insiders" loyalty program had 15 million signups by 2010, creating 80% of sales. Metrics show their return on ad spend, conversion rates, and in-store order values all increased significantly from digital investments. Sephora allocates over half its media spending to their website, mobile app, and social platforms.

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    Sephora Direct: Investing in Social Media, Video and Mobile

    Uploaded by

    Chitralekh Barve
    393 views25 pages
    Sephora is investing heavily in social media, video, and mobile platforms to engage customers and drive sales. They have over 18 million Facebook fans and publish tutorial videos on YouTube with over 3 million views. Sephora's "Beauty Insiders" loyalty program had 15 million signups by 2010, creating 80% of sales. Metrics show their return on ad spend, conversion rates, and in-store order values all increased significantly from digital investments. Sephora allocates over half its media spending to their website, mobile app, and social platforms.

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    Sephora

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    Sephora is investing heavily in social media, video, and mobile platforms to engage customers and drive sales. They have over 18 million Facebook fans and publish tutorial videos on YouTube with over 3 million views. Sephora's "Beauty Insiders" loyalty program had 15 million signups by 2010, creating 80% of sales. Metrics show their return on ad spend, conversion rates, and in-store order values all increased significantly from digital investments. Sephora allocates over half its media spending to their website, mobile app, and social platforms.

    Copyright:

    © All Rights Reserved
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    Download as pptx, pdf, or txt
    393 views25 pages

    Sephora Direct: Investing in Social Media, Video and Mobile

    Uploaded by

    Chitralekh Barve
    Sephora is investing heavily in social media, video, and mobile platforms to engage customers and drive sales. They have over 18 million Facebook fans and publish tutorial videos on YouTube with over 3 million views. Sephora's "Beauty Insiders" loyalty program had 15 million signups by 2010, creating 80% of sales. Metrics show their return on ad spend, conversion rates, and in-store order values all increased significantly from digital investments. Sephora allocates over half its media spending to their website, mobile app, and social platforms.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 25

    Sephora Direct: Investing in Social Media,

    Video And Mobile

    Presented By : Group 6
    David Suliteanu
    Beauty is for each person to define and ours
    to celebrate.

    2
    About the Company
    • Sephora was Started by Dominique as Single Perfume shop in 1969

    • Entered The US Market 1998.

    • Parent Companies of Sephora are Louis Vuitton and LVMH

    • Over 288 Brands of Personal Grooming.

    3
    Competitive Landscape
    • US Beauty and Personal Care Market valued at $58.9 billion.

    • Sephora Majorly Competes With Departmental Stores, Single Brand Beauty


    Stores and Multi Brand Stores.

    • The closest Competitor of Sephora Was Ulta with Market share of 29%

    • YOY growth of Ulta Is 18% whereas Sephora is having the YOY growth of 32%.

    • Sephora faced a threat from large online merchant such as Amazon and
    Beauty.com.

    4
    Business Model of Sephora

    ▣ Many Brands under one roof.

    Sephora encourages the Trial of the product before buying.

    ▣ They often engages with the customers on their social media platform.

    ▣ Tutorial Videos on their YouTube Channel.

    5
    SWOT ANALYSIS

    Strength Weakness
    ▣ Private label High Price.
    ▣ Internet Presence Not a Global Presence
    ▣ Customer Service Insufficient Training
    ▣ Loyal users

    6
    Opportunities Threats
    ▣ Expert Advice Exsitence of other
    through talks player
    ▣ Men's Grooming Expensive Raw
    ▣ Expansion in Social Materials
    Media

    S7
    Sephora on various digital platform
    Facebook
    ▣ Engagement with Customers via Facebook.
    ▣ Discount/Promotion on Sephora Products via the medium
    of Facebook.
    ▣ Sephora Claus: Granting Product wish.
    ▣ Collaborated with Facebook for Like Feature.

    8
    You can copy&paste graphs
    9 from Google Sheets
    10
    You can copy&paste graphs
    11 from Google Sheets
    9,000,00
    By Sept 2010

    $3.6
    Worth of Each Fan.

    1000,00
    Followers On Twitter (2010).
    12
    18,670,444
    Current Fans
    Whoa! That’s a big number!

    13
    Beauty Insiders
    Sephora’s strategy involved deepening company’s
    connection with is consumers

    14
    Beauty Insiders

    In numbers:
    ● By 2010, Sephora had 15
    million costumers sign
    ups
    ● Out of which 9 million
    active were active
    consumers.
    ● Created 80% of sales

    15
    16
    Sephora on various digital platform
    Website
    ▣ To identify the Superuser.
    ▣ Offered sophisticated search
    ▣ To Reach the New Customer at Different Location
    ▣ Target young customer via Website
    ▣ Encouraged site visitors to purchase online.

    17
     3 Million Unique Visitor on
    Website Every month

    Top 50 Retail Website In US. Place your screenshot here

    Per Day Visitors: 3,10,000

    4.2 Stars and have Got 1 Million


    reviews

    18
    Sephora on various digital platform

    YouTube

    ▣ By 2009,100 videos and 3 million views.


    ▣ They Posted Tutorial Videos To engage with audience.
    ▣ User Generated Content: to Create The community.

    19
    20
    IOS application
    Scanning UPC of products for
    learning purpose in stores.

    1 Lac Downloads in first Few


    Weeks.
    Place your screenshot here

    Served 12 Purposes like : Mobile


    Offers, Store Locators and
    Reviews

    Cost= 1 Lac – 2 Lac($) + 20000 to


    30000($) of maintainence
    21
    Metrics to measure

    3.9x higher 3x increase in 13% uplift in avg


    Return on Ads spend conversion rate in-store order value

    22
    Sephora Media Spending

    20%

    45%
    Beauty Insider
    Online
    35% Retail

    23
    Sales Mobile App
    Interface, Android
    (35%)
    Twitter&
    Facebook
    Campaigns(15%)
    Youtube
    Videos(20%)

    Crossbranding(20
    %)

    Google
    search(10%)
    24
    thanks!

    25

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