Mobile has become an essential shopping tool for consumers. In fact, during the 2012 holiday season, 80% of smartphone and tablet users tapped their devices to browse and buy inventory, according to research from Google. To keep pace with these mobile behaviors, retailers must strive to create more seamless experiences across digital and physical channels.
Sephora actively pursues this goal by investing in cutting-edge mobile strategies that address consumers’ growing dependence on tablets and smartphones. During a keynote presentation at the January 2013 Mobile FirstLook conference, titled: Sephora: How the World’s Largest Retailer of Fragrances and Beauty Products Views the Future of Mobile Retail, Johnna Marcus, Director of Mobile and Digital Store Marketing, discussed the brand’s past mobile investments, as well as top priorities in 2013.
Internal consumer research validates the retailer’s increased focus on mobile marketing and commerce: More than 50% of Sephora emails are opened via smartphones and tablets, Marcus revealed. Additionally, one-third of all Sephora e-Commerce traffic is derived from mobile devices. Improving service to these on-the-go consumers has been profitable for Sephora: the retailer has seen a 167% increase in mobile orders from December 2011 to 2012.Tools and strategies currently leveraged by the retailer include: iPhone and iPad apps, Passbook integration with gift cards and the Beauty Insider loyalty program, as well as a mobile-optimized web site.(Read full article)