Retail Management Management Essay Research Coursework

Customer service
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1 What strategies and techniques do Sephora retailer uses to provide customer service? List of all the service they offer.
Customer service is a set of activities and programs undertaken by retailers to make the customer shopping experience more rewarding. These kinds of activities increase the shopping experience and value customers receive from the merchandise and services they purchase (Levy et al., 2019). Sephora is a multinational retailer dealing with personal care and beauty products. They offer customer services such as personalized make-up, skin care, brow services, online services, gift and delivery services. They have excellent customer service with a huge customer base. Their good services have attracted so many loyal customers, who also share a positive word of communication with other people and attracts new customers service making their customer base grow continuously. Shopping for makeup and skin care products is highly personal experience and Sephora provides customers with a host of personalized tools Most of their customers shop online and real life and they expect a unified, seamless and easy experience while shopping (Kristina, 2018). Sephora provides its shoppers with a personalized experience in the following ways;
Virtual try-on: The company allows customers to virtually try on products from multiple categories using their mobile device. The tool can detect facial features and show how to apply the products. They have customized over 200 million shades of products that can virtually be tried by customers (Kristina, 2018). 
Connecting with the community : In 2017, the company launched an online loyalty program called beauty inside the community. This program provides a platform where customers can connect, they can ask questions, engage in a discussion, find inspiration, and get recommendations. The platform is a real-time and real talk social setting. They also have live chat that allows customers browsing pages to connect with other customers. The live chat feature can identify other customers with a similar product a customer is looking for and able to provide a quick response about features of those products. The customer can also share their experiences of using a particular product and provide reviews. 
Digital connection to the store.:The company has a mobile app that automatically transforms into a store companion tool as customer approaches a particular store. The app can provide information about items previously searched, product information, and a customer's beauty profile. 
Connecting store experience to digital: Customer information about the products used and those recommended during the service is captured using digital skincare and makeover guides. This information is then sent to the customer for future reference, along with videos plus pictures before and after the service. 
Voice powered device: Sephora has launched a voice experience tool that can discover customers' skin types and send them daily skincare tips. This allows the customer to access the procedures needed to take care of their skin while at home (Kristina, 2018).
2 Evaluate the list in terms of chapter 17, related notes and class discussions. Is this mix of services appropriate for the retailer (refer to the 3-partcustomer service framework)?
The retailer provides both personalized and standardized customer services. The personalized services, which include makeup and skincare are essential to the retention of customers. The personnel at Sephora are highly trained and provide quality services. The fees charged are also affordable, and most of the clients are comfortable with it. The exceptional service from the employees is consistent and delivered with the desired quality. The retailer also offers standardized services through the sales via its website, where customers navigate with ease while looking and shopping for products. The website is significant as it reduces interactions between the customers and the staff, because of the customers do not wish to walk in the retail shops physically. Sephora's website is user-friendly with a good outlook, thus allowing customers to buy what they want quickly (Levy et al., 2019).
Blending both standardized and personalized services is significant to Sephora. The level of customer service provided by the retailer is moderate. Therefo...