Evolution of Digital Marketing & Commerce Inspiring & Educational Content

Johnna Marcus – Director Digital Business Development Mcommerce Summit: State of Mobile Commerce 2014 May 1, 2014

Who is Sephora?

Digital is in our DNA First: beauty retailer website in 1999 Now: #1 Prestige Beauty Store in the World

You’ve probably seen our Stores Over 325 stores in North America +1,800 stores worldwide

And are (or know) 1 of our +13M Beauty Insiders

First: Mobile web & App 2010 Now: Innovating in Loyalty, Content Marketing & Local

Who is Sephora? We’re a recognized leader in Mobile & Digital Marketing Ranked “Genius” - #1 Specialty Retailer L2’s Digital IQ Ranking - June 2013

Who is Sephora? Internet Retailer’s 2013 Hot 100 Mobile In-Store Experience – December 2013

Who is Sephora? Entrepreneur’s 2014 120 Most Trusted Brands Sephora Ranks #1

What Makes Sephora Different…

Pioneering “Open Sell” model

Unbiased Cast Expertise

Editorial Point of View & Content Curation

Beauty Insider Loyalty Program

Mobile is Integral to Sephora’s Digital Strategy Innovate & Update Frequently

2010 Mobile Debut

2013 Android App

2012 Passbook

2011 Sephora for iPad

2013 Native iOS

2014 iPad Refresh

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Mobile is Integral to Sephora’s Digital Strategy Doesn’t just mean “Mobile First” – our Clients should be able to use ANY touchpoint – on the go, at home, or in-store – and get the experience SHE wants. The Result…. Sephora Mobile has sustained a steady growth in both sales & traffic year over year.

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Sephora Clients Shop on Mobile | Sales Mobile Sales Growth Year over Year

Holiday 2012

150% @Sephora @JohnnaSMarcus

Holiday 2013

200%

@Sephora @JohnnaSMarcus

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Sephora Clients Shop on Mobile | Traffic Sephora Mobile & Tablet = 50% of Sephora’s Digital Traffic

36% [VALUE]

14%

Mobile

Tablet

Site

@Sephora @JohnnaSMarcus

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Sephora Clients Shop on Mobile | Use Cases Sephora Mobile Clients’ Key Activities Find a Store

[VALUE]

Pre-Shop

60%

Assist In Store

62%

Shop on The Go

87%

@Sephora @JohnnaSMarcus

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Mobile Case Studies

Educational & Inspirational Content

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Sephora Shares | Curated Content for Mobile Building love & loyalty with Content  Provide Sephora Beauty Insiders great Mobile content, that complements her brand experience with Sephora 

Drive repeat visits to Sephora to Go for iPhone and m.Sephora.com to find the latest downloads



Build Buzz & Excitement

@Sephora @JohnnaSMarcus

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Sephora Shares | The Experience

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Sephora Shares | The Picks

A Beautiful Mess

Holiday Playlist

A Year Full of Recipes

Tangent

Day One Silk

Djay 2

Summer Festival Playlist

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Sephora Shares | Getting the Word Out Push Message (iOS)

Themed Emails

Social Posts

March 01, 2014 Sephora Shares Download the Sephora Shares Summer Festival Playlist now FREE*

Sephora.com

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The Beauty Board | Shop-able UGC Inspiration Shop your Selfie 

Allow Beauty Addicts & Sephora Clients to share her best looks and tag the products she used



Create an immersive & compelling lookbook – and the information to get the look Showcase Sephora’s Expertise

 

Generate Buzz and Position Sephora as the Place to Learn about Beauty

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Sizzle Reel

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The Beauty Board | Mobile First Beauty Board – A Mobile Step By Step…

@Sephora @JohnnaSMarcus

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The Beauty Board | Mobile First

@Sephora @JohnnaSMarcus

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The Beauty Board | Mobile First

@Sephora @JohnnaSMarcus

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The Beauty Board | Mobile First

@Sephora @JohnnaSMarcus

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The Beauty Board | By the Numbers 

Mobile dominates - 47% of visits and 33% of uploads are from a mobile device*



46% of photos tagged with at least one product VISITS

UPLOADS

Tablet 9% Desktop [PERCENTAG E]

Tablet 23%

Desktop [PERCENTA GE]

Mobile 47% Mobile 33%

*3/12/14 – 4/8/14

@Sephora @JohnnaSMarcus

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The Beauty Board | Getting the Word Out

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The Beauty Board | Results

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The Beauty Board | Results Over 350 press hits…

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Recap | What Makes Sephora Different…

Pioneering “Open Sell” model

Unbiased Cast Expertise

Editorial Educational Point & Inspirational of View & Mobile Content Content Curation

Beauty Insider Loyalty Program

Questions?

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