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Sephora innovates loyalty by wrapping their business around the customer

Mentioned below are just a few of the innovations among Sephora's experiments in customer experience. When we see a company investing so much in us, in our education and well-being, it's hard not to become loyal. 

Retail Dive: 30 minutes with Sephora's head of marketing, 2017-Nov-29 by Cara Salpini

Deborah Yeh, SVP of marketing and brand at Sephora, gave Retail Dive a glimpse into three of the retailer's most dynamic marketing moves.... 

"We want to make sure that we are catering to not just folks who are the ultimate beauty junkies, but also people who are early in their beauty journey and exploring beauty for the first time," Yeh said, noting that Sephora has an exceptionally broad audience to address.

Offering beauty classes not only gets customers in the door, but it also gives them something more than just a product to walk away with. Similar to Lululemon's approach, which was to feature yoga teachers in stores and turn them into brand ambassadors that could both sell clothing and offer free classes, Sephora's beauty advisors are there to give customers an experience first, and sell them a product second.

But even outside of scheduled courses, Sephora stores are looked at as hubs of learning and experimentation — something that is bolstered by the use of in-store tech. Take, for example, Sephora's color IQ technology. If a girl walks in looking for foundation, a beauty advisor can scan her face in three different places to find what should be the perfect foundation for her skin tone. 

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