A look at how Sephora is using personalization to connect with shoppers.
What sets top-performing brands, such as Sephora, apart from the rest? At a high level, the answer is simple: customer experience. When brands successfully personalize their marketing across all channels, customers feel like the brand knows them.
For the third year in a row, with a score of 79 out of a possible 100, beauty pioneer Sephora claims the top slot in Sailthru’s Retail Personalization Index. If you’re a Sephora customer, you may already know why. Its mobile app is by far the best retail mobile app out there. Sephora’s in-app messaging is personalized to be consistent with user profiles, which can even include information such as hair and skin type. Its loyalty program is ridiculously sophisticated.
Most important, brands are doing a much better job synchronizing offers across different platforms. Historically, too many brands have tackled personalization channel by channel: They had an e-mail strategy, a mobile strategy, a web strategy and an in-store strategy. That’s not entirely the brands’ fault, as often, this choice was dictated by the limitations of legacy technology and organizational design.
Similar to other retailers, Sephora is syncing offers across platforms. Its individual communications are well-personalized — sometimes surprisingly so. “Oily skin? Meet your [foundation] match,” reads one recent subject line. Customers who are regular users of certain products, but haven’t purchased in a while, might get personalized discount codes to entice them to replenish.
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