Analysis of the Methods used by Sephora Store in Executing its Beauty Business Ventures

Analysis of the Methods used by Sephora Store in Executing its Beauty Business Ventures

Introduction

The selected company for this research study is Sephora since is largely characterized by an enormous traffic of clients. Sephora is a Canada based company leadingin global prestige retail, educating as well as motivating its esteemed clients to pursue a world of beauty.It was founded in the year 1970 and is owned by LVMH Hennessy Louis Vuitton, which claims the lead in the global luxury products. Therefore, Sephora has gained global positive reputation as a beauty oriented company with it’s entrepreneurial, innovative as well as well as its advanced expertise spirit. Therefore this paper seeks to research on various methods used by Sephora Store in executing its business ventures as well as coming up with detailed recommendations for the company.

Literature Review

Sephora Pursuit of Beauty and Retail world in Canada 

Sephora Company has attained the global attention as far as Beauty services and products are concerned. It has well-structured store characterized with qualified beauty therapy professionals. It’s a store that is fitted with beauty products for the face, skin and nails.Its foundation by the French business owner, Dominique Mandonmanaud was inspired by his desire to move fragrance from behind the counter and give room for esteemed clients to smell, touch as well spritz on the scents of those beauty products

Sephora has thrived so well in the world of beauty in Canada and in the entire globe. This is clearly demonstrated by a group of over six million seekers of cosmetics frequent Saphora store for the inspection and purchase if it’s diverse beauty products. Therefore, Sephora receives a traffic of clients from all over the world who do their shopping of beauty products both online and offline by visiting the Saphora stalls.

Sephora has been able to survive the major retail crises in the world of beauty and thus achieving its leading position in the world of beauty. It has embraced advanced technological approaches of executing its beauty delivery service to the global clients. For instance its step of launching an online app for shopping has enabled it to acquire a pool of potential clients. Its products are designed to meet the diverse need s of every client, thus making clients to be patient and developing loyalty for the company.

Sephora thrives well in the world of beauty and more so in the retail crises witnessed in beauty retail industries. This is due to the launching of 2,300 stores in 33 countries across the globe which offer digital based beauty services to clients. These include computer displays and technological doodads that facilitate clients in making Silicon Valley engineer blush for themselves.

Sephora launched its innovation lab in a warehouse in San Francisco the year 2015. The primary purse for this take was to experiment various ways of combining mobile apps and the physical shopping in the stores. This was a way of making the shopping activities yield cohesive experiences as far as the purchase of various beauty products is concerned. This approach would enable clients to acquire as much personal contacts as possible. This will impact positively in the nurturing of positive customer relations. Saphora dominates in the world of beauty due to its quality customer service models which exhibited by the company’s customer care departments. Sephora’s customer care department is endowed with efficient, effective as well as reliable mechanisms geared towards responding to clients’ queries among other concerns. This policy has earned Sephora a numerous pool of clientele who are patient, loyal and confident with its various lines of cosmetic products.

Hands- on Classes and Services Provided in Store to Help with Experiential Learning

Sephora Company is rich in quality cosmetic and general beauty products which are designed to provide advanced solutions for different types of skin, face as well as nails among other prerequisite body parts. Sephora has scaled up its products to include its own manufactured form of Smell- O- Vision touch screen that enables its clients to smell the scents of its perfumed products and other floral fragrances.

The cosmetic products and services offered by Sephora to its esteemed clientele are fairly priced. This is an advantage foe the clients who shop their cosmetics with Sephora since they save a lot from their purchases. Thus clients build a strong basis of trust, patience and loyalty with Sephora stores across the globe.Also, Sephora stores do not sell expired products and this policy build a lot of confidence in its customers regarding the sale of its cosmetics among other batty products.

Sephora, has managed to outdo all other cosmetic based retailers and this led Sephora to winning the 2017 award of The World Retail Congress’s International Retailer of the Year.It has over 20 million clients that shop with Sephora brand across the world.This international company has tried multiple products and this as served a great deal in permitting customers to explore different types of products which they might not have encountered in their entire lives.

Sephora brand has been able to maintain its customers’ loyalty by meeting and even surpassing its customers’ expectations. The diligent approach of using mobile app has made it possible for Sephora to outdo its competitors who have an outdated sales and marketing approach of “try-more-buy more” or “buy one, get one free”. The Sephora’ has provided an alternative cost- effective way for clients to try different makeups without necessarily going to the store for the same service. This app has made it possible for clients to sit back at their homes and apply makeups as their own virtual artists.

Bridget Dolan who is the vice president of Sephora’s Innovation Lab once said that there was a constant concerns by most of its clients that they wished they could try out most of the lipsticks so that they could find the relevant shade for themselves.She mentioned that courtesy of the developed mobile app, Sephora’s client could achieve that desire comfortably. This approach aided customers with consistent experiential learning on new products and technological uptakes of the company. Sephora’s app provides room for its esteemedclients to venture into their journey of beauty at their own comfort. In that regard, this app attracted a large number of clients for the purchase of Sephora products since it is a cost effective and a time saving approach.

Sephora’s Approach of Personalizing Emails and Products for its Customers

Sephora has proved to be the best brand in the personalization of its emails for its customers.This is based on the VIB and Sephora Beauty Insider emails that brim with personalization. The personalization of emails for clients is based on client’s purchase and browsing history. This is a platform for attaining a fully personalized loyalty stream of programs.The significance of Sephora’s emails instill in its customers the need to have it.Sephora’s personalized emails aid in the updating of clients as far as beauty products are concerned.

Personalized email activity trigger mobile notifications on factors which onsite behavior. The adoption of this digital platform enable Sephora’s clients to bank on a consistent experience. This is clear indication of the skills of the Sephora digital team charged with the deliverance of an Omni channel brand experience.Sephora has increased its clientele due to its merging physical and digital teams so as to create a retail team that is unified.

Research Questions

1. What is the relationship between Sephora’s methods of executing its business and the customers’ purchasing behavior?
2. What is the relationship between Sephora’s methods of executing its business and the customers’ loyalty?

• What is the relationship between Sephora’s methods of executing its business and the customers’ patience?

1. What is the relationship between Sephora’s methods of executing its business and the interaction with its customers?

Method of Data Collection

The method of data collection adopted in this research study wasnaturalistic observation. This method of data collection fits this research since this study is based on anunobtrusive observation of Sephora Store. Using the naturalistic method of data collection,I collecteddata on the Sephora’s stores on the aforementioned four research questionsI chose threeintegral stores of Sephora for the purpose of obtaining non- biased qualitative data. I incorporated very keen observation of the traffic of Sephora’s clients and I was able to obtain qualitative dataregarding their cosmeticpurchasingbehaviors.The chosen time frame for conducting data collection in Sephora store was between 8:00 am and 1:00 pm for three sequential days in the three selected Sephora stores.

I also incorporated naturalistic skills in obtaining qualitative data on the interaction between clients and Sephora’s staffs.The selected time for the execution of my data collection enabled me to collect non- biased data on the customers’ patience with Sephora Company. I was also able to obtain data across the three selected Sephora stores on the loyalty which clients have with Sephora Company.The three selected Sephora stores were very reliable for the execution of the research on the subject under study.

Date Analysis and Presentation

The data analysis method involved in this research was based on critical inference making skills. This analysis was done by noting down on a diary the relationship between the existing methods used by Sephora Company and the purchasing power of its esteemed client’s.I critically analyzed the purchasing behavior of Sephora’s clients between 8:00 am and 1:00 pm.I analyzed the observation of the relational between clients’ loyalty and the methods used by Sephora in carrying out its day to day businesses. I did this by checking on the frequency of clients in visiting Sephora stores either for the purchase of cosmetic products or for presenting their enquiries regarding Sephora’s cosmetics.

Moreover, based on the relation which customers’ patience has on the methods which Sephora company use in performing its jurisdictions, I engaged deeper insights into the degree of patience which clients had after ordering for their cosmetics via online app.I went deeper to comments from the clients and analyzed deeply their corresponding views regarding Sephora Company.

I engaged critical analysis on the on the research question on customer’s interaction with Sephora’s staffs. I did this by observing how Sephora’s staffs were responding to client’s queries which relate to beauty products and those which do not.

I presented myqualitative researchdata from the aforementioned four thematic areas in the diary.  I listed each research data with its corresponding research question for the purpose of systematic arrangements of data presentation.

Research Findings

From the research analysis, I obtained research findings from each dependent variables under research. The findings on the analysis of the relationship between the methods used by Sephora in executing its tasks and customers’ purchasing behaviors, indicated a positive correlation between the two variables.This means that the existing strategies and framneworks used by Sephora in executing its tasks are impacting positively on the purchasing behaviors of its clients.

The findings for the analysis between Sephora’s methods of carrying out its activities and customers’ loyalty shows a high degree of correlation. This infers that customers are loyal to Sephora Company as far its execution of jurisdiction is concerned.

Analysis of the relation which customers’ patience has on the methods adopted by Sephora in conducting its business ventures, showed a positive relationship between the two terms.This means that Sephora’s customers are always patient when they order their products from the company. Also, the analysis of the relationship between company’s methods of executing its business mandatesand customers’ interaction, it resulted in a lower degree of relationship between the two variables.

Conclusion

From the research analysis and the research findings, it’s very clear that, customers are very loyal to Sephora Company. Also, it’s clearly evident that Sephora’s clients have a positive purchasing behavior in regards to Sephora beauty products.Also, the methods used by Sephora in its nosiness impress clients as far their patience is concerned.Finally, research findings indicated that the methods adopted by the campy in serving clients do not incorporate proper interaction with clients. This is a gap in Sephora company and thus for overall success of the company, Sephora has to improve its interaction with its clients.