Retail Mkg

CASE STUDY “Touch And Feel” At Sephora

Group : 29

S. Anusha 347

T. Iaswarya 322

Introduction to Sephora

• More than 750 stores in 21 countries

• Founded in France in 1969

• Carries over 250 brands

• Launched online shop in1999 available in 9 countries

• Sephora’s market is the cosmetic & perfume market ( 22% share of market)

• Unites states

• China

• Europe

Sephora’s target market• Sephora’s target market is very big:

• Women of almost all ages• Men 20 until 30 ( In 2010)• Wealthy• Budget conscious

• The sales staff are low-key, no-pressure, people

who are only there when you need them.

• They want to create an environment without

pressure and believe that customers will come

back because they found what they needed.

Self service and Service oriented• Sephora store allows customers to navigate the store as

they please:

• Try products on their own

• Using demos, and

• Ask for service if needed.

• The nature of beauty products

• The freedom to try products without high pressure sales

• Sales associates recommending certain brands typical of

service oriented department stores.

Training Opportunities

• Sephora takes great pride in training its employees.

• The History and the use of the products in its stores,

as well as in skills for customer interactions, to

provide appropriate service to its shoppers.

•  Sephora has an intensive training

program, called science of Sephora. 

• Sephora provides all of its consultants with a four-day

course that teaches them the science and use of the

products sold in stores.