How Sephora Gets Personalization Right

What sets top-performing brands, such as Sephora, apart from the rest? At a high level, the answer is simple: customer experience. When brands successfully personalize their marketing across all channels, customers feel like the brand knows them. But, what a customer expects, and what a brand wants or needs to do to be profitable, are often at odds. That’s why so many consumers complain about overbearing “buy now” messaging and endless e-mail inbox clutter. Brands that get personalization right, like Sephora, prove that this doesn’t have to be so. For the third year in a row, with a score of 79 out of a possible 100, beauty pioneer Sephora claims the top slot in Sailthru’s Retail Personalization Index. If you’re a Sephora customer, you may already know why. Its mobile app is by far the best retail mobile app out there. Sephora’s in-app messaging is personalized to be consistent with user profiles, which can even include information such as hair and skin type. Its loyalty program is ridiculously sophisticated. [See related story: Sephora, Nordstrom Rank High in Personalization Index Report] This year, in particular, Sephora did a stellar job of linking offers and other communications across e-mail, web and mobile — and using all

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD https://ift.tt/2nZSDyP