Sephora direct case study

The main issue with Sephora Direct is that Julie Bornstein, Senior Vice President of Sephora Direct, wants to double the budget for social media, video, and mobile in Situation Analysis. Sephora spent millions on online-search advertising by buying thousands of keywords for brands, products, and beauty-related terms. Email marketing to Beauty Insiders was also a key element of the marketing mix, and Sephora spent millions on the entire Beauty Insider program. Social Media is an important element for Sephora to invest in because it is becoming an increasingly popular way to shop and gain clients; especially its younger clients.

Loyalty Case Study: Sephora's Beauty Insider (VIB)

Sephora Direct: Investing in Social Media, Video, and Mobile — Essaypilot

Was it wise in your opinion to create Beauty Talk as a separate social platform to Facebook? What metrics do you propose Sephora Direct use to measure the success of its digital efforts going forward? She needs to evaluate which new media platform will have the biggest impact and how to measure that impact to justify spending an additional 1 million dollars. Beauty Talk could become a key part of the Sephora experience however the company needs to determine how to promote the forum and blend it with the Facebook site.

Sephora Direct: Investing in Social Media, Video, and Mobile Case Study Analysis & Solution

I have also cited any sources from which I used data, ideas or words, directly quoted or paraphrased. This work was prepared by me specifically for this course. Table of Contents I. Introduction page 2 II.
Sephora is a retail store in cosmetics exhibiting a wide variety of prestige cosmetic brands such as skincare, makeup, color fragrance, body, hair care and skin care. Moreover, they have their own personal label. Sephora was started in France in by Dominique Mandonnaud as a shop selling single perfume. Currently, it has a range of cosmetic brands making it be recognized all around the globe together with making it a prominent player in the market Sephora has more than one thousand stores operating in more than twenty countries. Moreover, out of the many stores, four hundred and fifty are located in the United States Diane
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