Store Visit Report: E-Commerce

Store Visit Report: E-Commerce

Store profile:

Sephora is a beauty-retail store that was founded in France by Dominique Mandonnaud in 1970 (Sephora). Sephora developing a competitive advantage by creating a unique, open-sell environment featuring a wide variety of classic and emerging brands across a range of product categories. These areas include skincare, color, fragrance, body, smilecare, and haircare, and Sephora's own private label.

Today, Sephora is not only the leading chain of perfume and cosmetics stores but the brand's online presence creates a different retail experience. The use of the internet has helped Sephora differentiate among the growing beauty sector.

The clicks and mortar store launched in the U.S. in 1999 and in Canada in 2003 (Sephora). The internet website is Sephora's largest North American store in regards to sales and wide selection of products (Sephora).

Social

Sephora takes pride in creating a retail experience that has limited affects on the environment. Sephora created their own internal standards to test the effects of products on the environment. They use a green logo to identify those that pass the test. This allows consumers to make environmentally choices when they are purchasing at Sephora. However, not all products at Sephora are safe for the environment, the green logo brings this concern to customer's attention.

Sephora also supports product lines that have fewer chemicals such as genetically modified organisms, parabens and sulfates. Products that meet these guidelines would be marked with the 'Naturally Sephora' symbol.

Cultural

Sephora creates an internal culture within their retail locations. Knowledgeable consultants are there to answer any questions in the retail locations. However, when shopping online, consumers need to be aware of the beauty jargon. With their online presence, Sephora brings the culture from their retail locations online with similar design and product descriptions and helpful pictures of products.

To build the most knowledgeable and professional team of product consultants in the beauty industry, Sephora developed "Science of Sephora." This program ensures that sales associates are well educated on the different needs of the clients. The program teaches the beauty consultants topics such as how to identify different skin types and application techniques.

Political/ Economical:

During my store visit, I asked a beauty consultant a few questions at the Eaton Centre location. I asked if she had noticed any changes during the latest economic recession.