Sephora executives predict that the brand's mobile sales will double this holiday season, and expect 30 percent of in-store customers to use mobile to help them shop. As a result, its mobile point-of-sale (POS) program – implemented last holiday season – will have a greater impact this year.
"For a lot of stores, especially this time of year when it is busy, mobile gives us a great opportunity to get through the line real quickly," Johnna Marcus, director of mobile and digital store marketing at Sephora, told Mobile Marketer. "Every one of our stores has at least a handful of devices, and some of our stores are completely mobile."
Mobile POS is so successful that it makes up as much as 25 to 30 percent of sales in some Sephora stores, according to Marcus. For example, mobile POS is used in Sephora's "Beauty Studio" department, which provides makeup application and other services.
"You've looked at some items and picked out a few to try, and it is a really great experience to be able to checkout right there. She can make a decision about what she wants and what she wants to save for later without having to put her back in line. It is really about enhancing that customer service experience and building on that relationship," Marcus said.
This holiday season, Sephora is expanding its "My Beauty Bag" option, a collection of shoppers' past purchases and a "Wish List" of items they want to purchase, with mobile options. "For holiday, we launched an addition for My Beauty Bag where you can send your wish list through mobile to another person," Marcus said.
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