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Assignment #2_Observation Lab
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SEPHORA
Observations, Insights, and Hidden Opportunities
By Terri K.
WELCOME
WHAT IS SEPHORA?
Sephora is centered around the concept of
experimentation, where customers are encouraged
to immerse themselves in the products – in this case,
makeup. • Customers can experience with many different types
and brands of makeup, perfumes, nail polish, and other beauty-related products.
• Employees are available for beauty consultations as well as makeovers.
MAKEUP DREAMS
WHAT I DISCOVERED
Before, I didn’t realize the many different
strategies in place in the store that promoted
experimentation:• Open Door w/ Employee greeting > Welcomes all
customers• Makeup Stations (Mirror, Disposable Makeup Tools,
Makeup Remover) dispersed frequently throughout the store
• Bright lights mimicking makeup stations at customer homes
• Organized by brands and categories for easy browsing
• Customers usually shop in groups, which places Sephora as a social store where friends can “hang out”
THE BIGGEST SURPRISES
Every corner of the store is surrounded by beauty products – there
is only enough space for walking through or making a purchase.
All makeup is arranged by first brand, then type (blush, lipstick,
eyeliner, etc.), then color (lights to darks, pinks to reds, etc.),
making it easy to find what the customer is looking for.
The store has two distinct sections – the main area where the
makeup is has high ceilings; the back area where the hair and
skincare products lie (products that can’t be sampled) is dimly lit
and has low ceilings.
HIDDEN OPPORTUNITIES
While Sephora does a good job organizing their products for
easy access, to make their products more accessible, they could
create signs that customers could see while walking in the store
that point to the brand they are searching for. As Sephora has
many stores that have different layouts – Ex: A certain brand can
be in one part of the store in one Sephora and in a completely
different part of the store in another Sephora – when a customer
visits a Sephora they aren’t familiar with, they may have trouble
finding the brand they want.
HIDDEN OPPORTUNITIES
Sephora employees can offer customers makeup
consultations and makeovers; however, customers may feel
guilty asking for these makeovers. Interestingly though, the
customers who receive makeovers are more inclined to
purchase at least one the products the makeup artist used on
them. Sephora should make it more known that their
makeovers are complimentary and welcomed by employees,
so customers feel less burdened when asking for a makeover.
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