How Sephora Creates Beauty Across Brand Touchpoints
The name Sephora for someone as an ordinary person means the world of beauty as the name itself is the mixture of greek word Sephos means beauty and Zipporah, wife of Moses in the book Exodus who was known for its immense Beauty. This beauty world is consist of three subcategory worlds of fragrance, skincare and color cosmetics where people get their best experience in exploring this world with the help of Sephora representatives. They provide the richness of emotional touch to their customers when well-skilled cast help customers to try and test the best products on their skin in the best possible way it can be used even the customer doesn't know the use of the product, this builds the emotional patch between the customer and Sephora. Making someone realize that they are beautiful and can even look like celebs in today's world can create a whole emotion in that customer which that customer carries that moment as the memory and feel emotional when they talk about Sephora because Sephora makes them "FEEL GOOD".
To look good and to feel special is what everyone loves, Sephora is helping others to achieve this goal in life and making their life meaningful, Self-expressive benefits are of three types in which this brand do full fill all the three parameters but according to me it certainly helps to achieve a self-identity to reach their self-made objectives and also to realize them that they look really beautiful after they are connected to Sephora that made their life meaningful and worth.
This brand speaks for himself, the beauty it gives you, in your friend's group or in your social circle word-of-mouth does all the work for the brand such type of brand like Sephora market itself through most influential mode of marketing that is Word-of-mouth, this brings the social benefits through its loyal customer and also helps current customer to be a loyal one.
To improve reach over non-Millennials Sephora need to create a sweet-spot driven program targeting the non-Millennials and the respective sector by identifying all current touchpoints, and those that should exist. Sephora knows what touchpoints have been there for this sector and can also start to undergo for scrutiny for new by correspondence programs, the advertising endeavors, the client contact focuses, for example, administration and bookkeeping staffs, sponsorships, or client-centered projects. Give an inward assessment of all the touchpoints to figure out which are overseen well and which are lacking. Sephora needs to create a special team targeting non-Millennials sector with all the known touchpoints and can question themselves that how well they can create new touchpoints that can connect well with respect to internal and external desire.
The current offering of the free three samples with any order is one of the reasons customer are engaged with the products and want to try something new and if they love it they are going to buy that soon and with that they will have few more samples to try off, provide such offering as an integral demand regarding targeting the non-Millennials and its respective sector. Get the clients to utilize their very own words to depict the touchpoints and their examination of the encounters, don't put words and thoughts into them. A high need touchpoint program would have a high evaluating on the significance of the touchpoint involvement in upgrading the brand, the offer, and client reliability, how much the experience is insufficient, and the degree to which the expense and achievability of enhancing the experience are sensible.
