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3 pages/≈825 words
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4
Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
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MS Word
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Total cost:
$ 12.96
Topic:
Phygital excellence in beauty tech. In
Essay Instructions:
The objective of this assignment is to analyze Sephora’s marketing strategies for delivering its
value proposition stated below. (Ignore case questions provided at the end of Rebière (2021)
case.)
“Sephora is a powerful beauty presence in countries around the world thanks to our unparalleled
assortment of prestige products in every category, unbiased service from beauty experts,
interactive shopping environment, and relentless innovation, including our expanding array of
the ways in which clients can shop with Sephora.” (About Us | Sephora).
The value proposition has key phrases that directly apply to your learning:
o “ unparalleled assortment of prestige products” Product Management, Brand
Management
o “unbiased service” customer behavior, expectations, and service
o “interactive shopping environment” digital marketing and ecommerce
o “expanding array of the ways in which clients can shop with Sephora” omnichannel
distribution strategy.
Therefore, your analysis of Sephora’s marketing strategies should include its: **Only responsible for 4&5**
1. Customer segmentation and targeting strategies.
2. Brand portfolio development and management (Sephora Accelerate and Incubation of
Brands programs)
3. Customer behaviors, journey, and service technologies.
4. Phygital distribution channels (omnichannel)
5. Social media strategy (Media channels, Sephora Squad program)
6. Competitive strategies vis a vis Ulta, Amazon, Bath and Body Works...)
In the final section, you must assess the integrated nature of Sephora’s overall marketing strategy
for delivering consistent value to customers, brand messaging, and content marketing across all
phygital channels. Do not merely state your opinions. Draw from your analysis of the
marketing components to build arguments in support of your assessments.
Essay Sample Content Preview:
Sephora’s Marketing Strategies
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Sephora’s Marketing Strategies
Effective marketing demands an omnichannel method to meet consumers' shifting expectations in the evolving business landscape. The traditional linear consumer journey has evolved into a dynamic and multi-channel experience. Leaders must comprehend the approaches and trends that shape the landscape to stand out and succeed in such an omnichannel period. For instance, in a world where online and offline experiences interlace, leaders are expected to leverage the best aspects of each to improve the overall consumer experience (Brynjolfsson et al., 2013). Phygital retail, which includes the connection of physical and digital retail, allows businesses to develop seamless communications across channels. For instance, providing buy online and collect in-store options offers the convenience of online shopping with immediate gratification. Sephora is one of the modern brands that has exemplified the power of omnichannel strategy in their marketing approaches.
Phygital Distribution Channels (Omnichannel)
Sephora has successfully incorporated its physical and digital channels to offer a seamless consumer experience. The company offers services such as “In-Store Digital Mirrors” and " Buy Only, Pick Up In-Store,” allowing their clients to try virtual makeup and get personalized recommendations (Zhang, 2021). The company's mobile app is a digital companion, helping clients access loyalty rewards, personalized product suggestions, and in-store services. This app was designed with simple and intuitive software, allowing customers to “shop around” easily. The company improves customer engagement and loyalty by leveraging mobile technology, encouraging users to access the brand’s offerings anywhere, anytime. Their physical stores, such as brick-and-mortar stores, allow consumers to explore and experience its vast collection of beauty products firsthand. The stores are designed to be interactive and engaging, with knowledgeable beauty advisors offering personalized assistance and recommendations. By leveraging a tactile and sensory-rich setting, the company improves the general shopping experience, catering to clients who choose in-person interactions.
Moreover, Sophora has capitalized heavily on its e-commerce platforms, offering its clients the convenience of shopping online anywhere, anytime. The advancements in artificial intelligence and computer technology, among other technologies, are helping improve a varied range o...
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