Cosmetics retailer Sephora scored the top rank for the third year in a row in Sailthru’s third annual Retail Personalization Index. The index ranks retail brands according to how well they use data to personalize and connect the customer experience across email, ecommerce sites and mobile apps.
High scoring brands have started to show signs of true multi-channel personalization that is orchestrated to suit the customer. The Retail Personalization Index is derived from a survey of 1,500 consumers; it compares feedback about cross-channel customer experiences against data such as net promoter score and repeat purchase rate.
Sephora's Winning Personalization Experiences
Sephora utilizes data from its Beauty Insider program to send personalized communications and recommendations. The company also leverages data from a customer’s online shopping activity in-store by employing beacons, which send notifications when the shopper is near an item they left in a digital shopping cart.
Sephora is killing it when it comes to email personalization, and its reaping the rewards. Personalization provides the company a huge boost to revenue, meaning retailers that neglect to create a bespoke shopping experience may fall behind the competition. Retailers that have implemented personalization strategies see sales gains of 6-10%, at a rate two to three times faster than other retailers, according to a report by Boston Consulting Group (BCG).
Sephora makes it easy for online shoppers to get personalized product suggestions without leaving their homes. Sephora takes it a step farther by sending tons of push notifications and emails that suggest more products relating to the user's responses.
Sephora offers advanced personalization even in their own brick-and-mortar shops. In response, the company partnered with Pantone to develop a shade-matching technology called Color IQ, a handheld device that will soon be in all North American Sephora stores that provides a read of each customer's skin tone. The customer is assigned a Color IQ number, which helps them filter through thousands of lip colors, foundations, and concealer shades to choose the one that's best for their specific coloring.
Fun app with in-store, site and mobile connectivity. The award-winning mobile app provides fans the ability to shop anytime, anywhere and to get exclusive access to previews and promotions that can't be found anywhere else but the Sephora app.
Another great feature is the Experience Virtual Artist feature, which lets you try-on false lashes and thousands of lipstick colors. The app is also a place for fresh, relevant content including inspiring new looks, product stories, tips and more.
Beauty Insider Loyalty Program
Insider profiles are unified across Sephora.com, its mobile app and can be accessed in store, which all personalize the customer’s shopping experience—no matter their entry point.
When it comes to online personalization, it’s not surprising that Sephora consistently ranks in the top. But, don’t fear; online personalization is accessible by sites of all sizes. With the right automation software combined with interactive content, companies of every size can offer online personalization.