How Much Does It Cost For Sophora To Apply Makeup
By: Yunita Laurencia (Educatee of Global Business Marketing)
History of Sephora
Sephora was founded by Dominique Mandonnaud in Paris, French republic in 1969. Sephora is a well-known brand retailer in the cosmetics and beauty sector that is loved by millennials.
With more than than one,900 stores in 29 countries, Sephora is one of the leading beauty brand retailers in the world, especially Republic of indonesia. Sephora sells more than 250 brands of products that compete to attract the attention of customers. Beauty products are sold as cosmetics, skincare, body, perfume, blast coloring, dazzler equipment, and hair care.
Here are some strategies that are implemented past Sephora in competing with its competitors.
Merchandise Programme by Sephora
Sephora uses a merchandise plan strategy where Sephora places products in all of its stores according to its category. Similar all makeup products put together with makeup products, skincare products are put together in the skincare surface area and there are also categories written at the meridian of the shelves in their stores to arrive easier for customers to notice the product they desire.
Sephora also set their best seller products on the front and then that they tin can be easily searched by customers. Sephora prioritizes storing still filled with products then it does not wait empty by customers. Therefore, Sephora provides effectiveness for customers to buy the desired products.
So, Sephora uses the trade plan strategies higher up to defend its brand in order to attract and maintain the Sephora make for its ratings in the optics of millennials.
In add-on, there are other strategies implemented by Sephora in terms of cost.
Pricing Strategy by Sephora
As you know, Sephora is a retail dazzler brand that has more than 250 well-known products at relatively low costs. And then, what pricing strategy does Sephora use to keep customers buying Sephora products?
The Pricing Strategy used past Sephora is Demand-Oriented Pricing or pricing based on the needs or demands approach.
Sephora set prices co-ordinate to consumer demand, where popular and good quality products are set at high prices because of the huge demand.
Sephora manages prices and can gear up competitive prices through low overhead costs due to operational efficiency. With low operating costs, it is possible to attract retailers more and maintain customers' buying decisions on Sephora's products.
And so, with this Demand-Oriented Pricing strategy customers will still exist interested in buying at Sephora because Sephora provides prices according to the quality of the products they sell.
In improver to pricing strategy, Sephora also applies promotional strategies to attract consumers.
Promotional Strategy by Sephora
Promotional Strategy used by Sephora is in the form of advertizement, public relations, personal selling and sales promotion.
- Advertising
Sephora uses promotional strategies in the class of advertisements such as advertisements on billboards and magazines that can increase public sensation nigh Sephora.
- Public relations
Sephora promotes Public Relations where it opens a booth in the center of the mall to improve Sephora's image, shows retailers equally contributors to the quality of life of the community, and shows innovation and gives retailers awareness about strategies to concenter customers and brand customers more interesting.
- Personal Selling
Sephora focuses on each employee to exist the best in maintaining relationships with customers. Sephora implements personal selling through its employees by communicating to customers what they need. Sephora also conducts personal selling by offering to be dressed up with products that Sephora sells. So customers can try Sephora products before buying the product that they need.
- Sales promotions
Discounted offers through Dazzler Insiders are as well offered. Prices in the marketing mix are too managed through prizes and prize points from the 'Beauty insider' option bachelor at the store, where customers tin can enter and search for products and go prizes and discounts. Sephora follows competitive pricing tactics, largely because of low operating costs, he can determine prices based on market trends.
Sephora in building an Omni-Channel Environment
With the Merchandise Plan strategy, Pricing and Promotional Strategy is effective enough to be able to build an Omni-channel environment. Where, Sephora has become 1 of the all-time Omni-channel retailers today. Sephora implements Omni-channel retailing where Sephora already has more 250 brands sold, too as approximately 2600 offline stores worldwide.
In Indonesia, Sephora itself already has 14 offline stores located in Indonesian malls. Besides customers tin shop offline, Sephora customers can as well shop online and all information about new products, video tutorials, and all the latest and greatest news and trends at the Sephora website and mobile apps.
Sephora besides makes their shop different from the others past their personal selling by offering to be dressed up with the products that Sephora sells. The experience in Sephora stores is too strongly supported by applied science, where applications that customers download use location-based marketing and display relevant information such as store questions. And also in the Sephora store, there is likewise an iPad that tin display hundreds of unlike colors and styles to discover products suitable for customers to buy. That's why, Sephora became one of the well-known brand retailers who succeeded in implementing Omni-aqueduct retailing through its strategies.
References:
Kidder, Stephanie. (2019). What Retailers can acquire from Sephora's winning retail strategy. https://en.wikipedia.org/wiki/Sephora
MBA Squad. (2020). Sephora Marketing Mix (4Ps) Strategy. https://world wide web.mbaskool.com/marketing-mix/products/17455-sephora.html#:~:text=Sephora%20Price%2FPricing%20Strategy%3A,some%20unique%20high%20end%20products.
Tolleson. A brand amongst Brands. https://tolleson.com/piece of work/sephora/sephora-retail/
Venise, D. V. (2011). Sephora Sales Promotions and Personal Selling. http://sephoragirlnyc.blogspot.com/2011/03/sales-promotions-and-personal-selling.html
Source: https://bbs.binus.ac.id/gbm/2021/01/21/sephora-retail-strategies-as-the-leading-beauty-retailer-in-the-world/
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