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Sephora Project - Retail

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by

Erica Smith

on 29 November 2012

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Transcript of Sephora Project - Retail

History Any questions? By:
Erica Smith
Eryn Bloomberg
Alayna Carlson
Kristy Cloninger
Cristina Piruzza •1997, Sephora sold to LVMH. • Sephora opens first US store in New York in 1998. Merchandise Assortment Fragrance Make-up Bath Skincare Beauty Care and Accessories Over 250 Brands! Sephora Collection Fragrance Make-up Bath Skincare Accessories Store Location: Perfume Cometics Skin Care Accessories Indirect
competitor Communication Mix Product Place Price Promotion Exclusive, prestigious, niche brands


Products cover each base of beauty industry 1,000 stores in over 25 countries


High Traffic locations Broad range attracts a broad customer base High traffic locations
Magazine advertisement
Sponsoring shows with
beauty academy 15 day beauty challenge
Social
Facebook: Fan Friday Offers
Pinterest: Be inspired beauty boards
Digital
20 store pilot of iPod touches
Purchase history, beauty insider points
Creating a customer profile
iPad Apps
2 million downloads
Video tutorials with virtual mirror
70% of mobile traffic from iOS devices Engaging Customers Pricing LVMH a world leader in luxury 5 Main Sectors: Wine & Spirits Fashion & Leather Goods Perfumes & Cosmetics Watches & Jewelry Selective Retailing Hennesey Belvedere Dior Benefits Cosmetics TAG Bulgari Louis Vutton Marc Jacobs Fendi Sephora DFS Galleria Lenox Mall - Ground Level Across from Macy's ENTRANCE DESIGNER
MAKE UP DESIGNER
MAKE UP DESIGNER
MAKE UP PROMOTIONS BEST SELLER
PERFUMES BEST SELLER
PERFUMES BEST SELLER
PERFUMES BEST SELLER
PERFUMES WOMEN FRAGANCES MEN BEAUTY STUDIO NAIL POLISH BEST SELLERSUNISEX BEST SELLERSUNISEX IMPULSE REGISTER UNISEX PERSONAL CARE DESIGNER
MAKE UP DESIGNER
MAKE UP SEPHORA PRODUCTS SEPHORA'S LAYOUT Sephora is an innovative skincare, beauty, and fragrance retailer catering to customers who want quality, freedom, and a positive shopping experience.

Dominique Mandonnaud founded Sephora in 1970 in France as “Shop 8,” which exclusively sold fragrances. Mission Statement “To build the most knowledgeable and professional team of product consultants in the beauty industry.” Target Market Men and Women
Ages: 18-60
Incomes: $25,000-$100,000+
Highly educated Trade Area (Inside of Lenox Square Mall )

Primary: Buckhead &North central portion of Metro Atlanta / AVG income= $89,000

Secondary: 10-15 Mins away from Buckhead

Tertiary: Widely dispersed areas -15-30+ mins away Human Resources Extensive Training! Sales Personnel Paid hourly! No Commission! Advantages: Many shoppers
Large Trade area
No weather Issues Occupancy Cost
Adhere to Mall Rules
COMPETITION! Disadvantages: Rarely see Discounts , if so Only on Sephora Collections FAR from a discounted Retailer Sephora's Layout Free form or Boutique layout
Relaxing environment: facilitates browsing & shopping
No Well-Defined Traffic Patterns Kiosks Showcases Cabinets/Shelves Lighting POPS the Merchandis Up-beat Music! Store Scent is a mixture of everything! Competitive Advantage Sephora carries Niche brands: NARS & Stila

Has over 250+ brands

Strong online presence

Great Customer Service Unique Services- 3 free samples w/ every online order & free samples in-store

Beauty Learning Environment vs Self- Serve

Shopping Experience connected to sensory Customer Service and Loyalty Offer many services: Acceptance of Credit Cards, shipping, personal assistance, signage, display & demos of merchandise, online shopping.
18/20 =Exceptional Customer service No Mystery shoppers, but Online surveys Express service Beauty studio Free make up classes Personalized Service Client Loyalty Program BEAUTY INSIDER Marketing Communications Complimentary Bday Gift to Beauty Insider members every year
Full transcript