Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 31

As a beauty brand under LVMH and ranked as the number one luxury goods conglomerate in the world, SEPHORA with strong powerhouse of innovations is a world-leading company.

In order to continuously provide customers with the best purchasing and user experience, SEPHORA has launched its own social platform Beautyboard. Similar to Facebook, users can share their own pictures on the platform and tag the products they use in the lower part of the photo. These tags are directly linked to the official website of SEPHORA, which sets up a bridge between the social and business platforms. The tagging function draws inspiration from NICE — a hot picture social media (Figures 1.10 and 1.11).

In addition to its own social platform, SEPHORA maintains high activity on major social websites and is capable of covering many social channels. It has a presence on Facebook, Pinterest, Twitter, Instagram, YouTube and Google Plus.

Relying on data analysis technology, SEPHORA has launched new websites and, meanwhile, constantly improves mobile and web experience in the following ways:

Figure 1.10. The beauty board of Sephora.

Source: Sephora.

Figure 1.11. Sephora’s social platform spread.

Source: Sephora.

• building its own in-house digital team and merging traditional business units and digital departments;

• adding a chatting room themed on beauty and skin care on the website, in which members can have Q&A anonymously while a Q&A engine with a secure private environment is provided;

• increasing investment in video websites;

• using subscription text messages on the mobile end to promote information to consumers. Consumers can also use Apple’s Passbook (an app on App Store for managing membership card) to view the balance of their membership cards. After supporting Passbook, its app has had several million downloads. In this way, consumers can improve the online–offline combination of the purchase experience;

• adding four major service sectors to get customers accustomed to their life with SEPHORA, in order to maintain customer loyalty to the brand.

Digital marketing has brought SEPHORA nearly 5 million Facebook fans and 900,000 Twitter followers, is among the top 4 in App Store weekly downloads, has 9.3 million page views on average, has 80.3% share of keyword searches in Google’s total searches and is the first to provide O2O user experience.